Published by Cambridge University Press on behalf of The ARF (formerly Advertising Research Foundation), the Journal of Advertising Research, which has been in existence for more than 40 years, is dedicated to providing up-to-date and practical information, as well as theoretical discussions on diverse aspects of advertising, marketing, and media research. Its editorial emphasis is directed at exploring all possibilities for new and significant discoveries, even those that may challenge traditional thought in the field. The Journal of Advertising Research is published for academics, practitioners and users of advertising, marketing and media research.