Churches in solidarity with the divided Korean Peninsula

This article explores God’s mission of reconciliation through the ecumenical efforts for peace, reconciliation, and reunification on the Korean Peninsula. It consists of three parts. The first section explores reconciliation as a means of overcoming the division system in Korea. The second section offers reconciliation as a peace process in the Korean context. The third section highlights the engagement in the reconciliation as a spiritual journey from the World Council of Churches’ global prayer campaign, which is a Christian pathway toward a peace system in the Korean Peninsula. In particular, this article demonstrates that prayer is not a strategy in our work of advocacy but a spiritual mandate and movement toward peace and justice cultivating reconciliation.     

Evaluation of a Web‐Based Alcohol Program Alone and in Combination With a Parent Campaign for Ninth‐Grade Students

This randomized controlled study evaluated the efficacy of a web‐based program alone and in combination with a parent campaign among 9th‐grade students (N = 205). Results indicate lower drinking rates in both programs compared with traditional education for female students.     

Representing disability in charity promotions

Social psychological research in relation to charity advertising in the area of disability has attempted to distinguish between ‘positive’ and ‘negative’ images and the way in which these are related to their fundraising potential. In the light of the critique of charity advertising offered by a number of disability theorists, it is suggested that this perspective would be enhanced by consideration of the attitudes of disabled people to charity advertisements. A study is reported that compares the attitudes of disabled and non‐disabled people to two charity advertisements. Differences between these two groups are reported and in the light of the nature of these it is suggested that what are considered to constitute ‘positive images’ is unlikely to be consensual. Copyright © 1999 John Wiley & Sons, Ltd.     

卷入影响广告理性诉求信息加工效果的眼动研究

使用眼动技术,考察了卷入的两方面（个人卷入与产品卷入）共同对广告理性诉求信息加工效果的影响。研究发现：（1）随着个人卷入或产品卷入度的提高,被试获得的广告信息显著增加。（2）仅在产品卷入度高时,强说服证据理性诉求广告的品牌信息所获得的加工深度才明显优于弱说服证据者;同时,只有当个人卷入度高时,产品卷入度高的商品信息所获得的加工才明显比产品卷入度低者更为精细。这说明,广告理性诉求方式可能主要适宜于宣传产品卷入度高的商品,且只有当个人卷入度高时才可能更为有效     

名人广告效果的影响因素及其理论探讨

名人广告是通过将产品品牌与名人形象或声誉相联系而期望提升产品附加值的广告,这是现代广告中最为常见的诉求方式之一。现有研究发现,名人广告的传播效果明显受到来自名人自身的特点、产品与广告特点、受众状态、及广告播放环境等诸多因素的影响。学者们利用参照群体模型、联想学习理论、4“Fs”模型等对名人广告效应进行理论解释。但现有研究也依然存在一些问题,如影响来源有待扩展、研究方法有待创新、生态效度偏低等。     

幽默广告诉求及其传播效

幽默是广告中最常见的诉求方式之一。通过综合分析现有相关研究,发现：(1)幽默诉求在吸引受众注意、增强对广告及其品牌的偏好度上存在优势,但对广告品牌信息的加工是否存在促进或妨碍作用则尚未获得较为统一的结论;(2)该诉求的传播效果明显受到产品类型和卷入度、受众的幽默和认知需求、性别、文化差异、已有的品牌态度以及幽默的类型和相关性等诸多因素的影响。同时,目前尚存在对广告环境因素、传播的整体过程研究不足及理论总结不力等问题     

The Effect of Ad Skepticism and Celebrity Preference on Brand Attitude Change in Celebrity-Endorsed Advertising

The use of a celebrity endorser who is well recognized and favorably evaluated by the target viewers is a common strategy used by advertisers to increase the persuasiveness of an advertisement. Yet, at the same time, being skeptical of the claim being made by the celebrity endorser is the typical response of the viewers to such persuasion attempts. The present research examines how these effects potentially counterbalance each other as viewers evaluate the advertised brand in a low-involvement setting. The results show that the degree of ad skepticism and the relative allocation of attentional resources to celebrity and brand elements in advertisements determine how preference for a celebrity endorser is transferred to the advertised brand. The findings provide a more complete understanding of the psychological mechanisms by which celebrity preference influences brand attitude change than has previously been available. They indicate that ad skepticism may be the missing link in understanding the effectiveness of celebrity-endorsed advertising.     

Identity Mediators: Leadership and Identity Construction in Campaign Speeches of American Presidential Candidates' Spouses

We explore the nature and evolution of the role of candidates' spouses in U.S. presidential election campaigns through a lens of social psychological theorizing that sees leadership as emerging from activities of identity construction of leaders and followers. Our discursive analysis examines how aspiring First Lady speeches at party national conventions construct both their husbands and the particular national identity construction most presently politically relevant in a way that strategically aligns the two. Building on previous social identity work on leadership, we show how it is not only the leader or their followers who are active participants in leadership construction but that there may also be a role for “third parties” who link prospective leaders with followers. We propose that, as “entrepreneurs” of identity, leaders may use others as “identity mediators” to co‐construct and mediate both the leader's identity and the identity of those they seek to lead.     

The Theory of Emotions in Marketing

To determine whether a theory of emotions in marketing is needed, this article assesses the current theoretical status of emotions in marketing. The theoretical propositions and the characteristics of four major theories of emotions borrowed from psychology, as well as five marketing accounts for emotions are reviewed. The characteristics of emotions in marketing are specified and compared with the characteristics of emotions as seen by psychology. The article ends with four theoretical proposals on directions for future development of a theory of emotions in marketing.     

广告的加工时间和注意水平对消费者信息加工模式的影响

本研究通过直接测量、间接测量和加工分离程序这几种测量方法检验了消费者对广告品牌名称的外显记忆和内隐记忆,并考察了各种测量方法对注意水平和信息加工时间的敏感性。结果发现：(1)分散注意条件下,再认成绩降低,而名牌判断任务的成绩没有差异;控制性加工减少,而自动化加工在各种注意水平下变化不大;(2)广告刺激呈现时间的减少降低了控制性的加工;(3)PDP可以分离广告的控制性加工和自动化加工。