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ADVERTISING EFFECTâ€”IN SEARCH OF AN ADEQUATE THEORETICAL EXPLANATION

Authors: AJILORE Kolade

Publication Type: Journal article

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Abstract

As a form of communication with avowed loyalty to commercialism, advertising, like no other forms of mainstream communication functions, has attracted many theories and models designed to explain its working and effects. While some of these theories play up the power of the message over that of the audience, others confer importance on the inalienable capacity of the recipients/audience to negotiate the meaning and effect of advertising message. The focus of this seminal paper is to appraise and critique the adequacy of some of these theories in explicating the macro and micro effects of advertising

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AJILORE,K. . (0000). ADVERTISING EFFECTâ€”IN SEARCH OF AN ADEQUATE THEORETICAL EXPLANATION , 0 (), 0-0.

AJILORE,K. . "ADVERTISING EFFECTâ€”IN SEARCH OF AN ADEQUATE THEORETICAL EXPLANATION " 0, no (), (0000): 0-0.

AJILORE,K. and . (0000). ADVERTISING EFFECTâ€”IN SEARCH OF AN ADEQUATE THEORETICAL EXPLANATION , 0 (), pp0-0.

AJILOREK, . ADVERTISING EFFECTâ€”IN SEARCH OF AN ADEQUATE THEORETICAL EXPLANATION . 0000, 0 ():0-0.

AJILORE,Kolade , . "ADVERTISING EFFECTâ€”IN SEARCH OF AN ADEQUATE THEORETICAL EXPLANATION ", 0 . (0000) : 0-0.

A.Kolade , "ADVERTISING EFFECTâ€”IN SEARCH OF AN ADEQUATE THEORETICAL EXPLANATION " vol.0, no., pp. 0-0, 0000.

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