Thanks, Karla. I also just wrote an email to him saying I was glad to see further work was being done of this ad but was concerned that his lit review didn't seem to have uncovered my work to be cited. If he weren't a communication scholar it could be just one of those "we don't cite anyone outside our field" but not in this case. Well, I don't want a fight but it is disappointing. S
Having viewed Ted Friedman's book excerpt online of his Apple ad 1984 book chpater, I'm surprised that in discussing many of the same issues, he didn't seem to have been aware of earlier research on this subject--as in Stein's 1984 Mac ad analysis.
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-- Sarah Stein, Ph.D. Associate Professor, Dept of Communication Chair, Teaching, Learning & Technology Roundtable (TLTR) Box 8104, N.C. State University Raleigh, NC 27695-8104 Ph: 919-515-9740; Fax 919-515-9456