The halo effect

Date of publication: November 1, 1995

Abstract:

To obtain insights into how advertising works, it is important to appreciate the factors influencing its action on the public. It is necessary to define the term "advertising" prior to going further. Advertising can be said to be any (and in fact, all) communication about a particular object (person, place, product, etc.), designed to inform or persuade. With the proliferation of media vehicles, the possible combinations between which the "Halo Effect" can be checked are large in number. This paper will attempt to address one such combination and ascertain if the "Halo Effect" does, indeed, impact the way advertising works. It addresses the issue in the context of the print medium - specifically English-language women’s and film magazines.

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