Abstract
Viewed through three metapositions, the works published in the Journal of Advertising (JA) are primarily in the middle ground of the social sciences with a strong drift to quantitative measures and a transmission-influence approach. JA has made a meaningful effort to encourage other approaches. The rise of the communication scientist has played an important role in furthering the field and theory. Explanation and heuristic value are discussed with respect to JA’s contents. A distinct call is made to value level of explanation and heuristic contribution when evaluating the quality of articles. Finally, JA is highly valued within universities and in the public policy arena.
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