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The Functions of Advertising in Our Culture
Irving S. White
Journal of Marketing
Vol. 24, No. 1 (Jul., 1959), pp. 8-14
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/1249358
Page Count: 7
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What are advertising's limits and potentialities? The author shows how three major variables in the communication process between advertising and the consumer-cultural attitudes; brand imagery; and direct experience with a product-are related to advertising effectiveness.
Journal of Marketing © 1959 American Marketing Association