The Inclusion of Social-Responsibility Themes by Magazine Advertisers: A Longitudinal Study
这项纵向研究分析了1967、1972、1975、1977和1984年杂志广告的内容，根据是否包含社会责任主题、媒体类型以及社会责任信息的性质进行分类，并得出若干重要启示。
Abstract Abstract This longitudinal study reports on the results of a content analysis of magazine advertisements appearing in 1967, 1972, 1975, 1977 and 1984. Advertisements appearing during each of the five years were classified by whether they contained social responsibility themes, by media, and by the nature of the social-responsibility message. Several important implications of the study were drawn.