Symbols in service advertisements

Cathy J. Cobb‐Walgren (Associate Professor of Marketing, Georgia State University, Atlanta, USA)
Lois A. Mohr (Assistant Professor of Marketing, Georgia State University, Atlanta, USA)

Journal of Services Marketing

ISSN: 0887-6045

Publication date: 1 April 1998


Studies the presence of symbols in the service advertisements. Examines the denotative visual content of service advertisements from 1982‐1992 in order to better understand the role relationships between provider and consumer. The study begins with the premise that power and commitment are two dimensions of role relationships which distinguish types of services. The research then explores the various ways in which power and commitment are conveyed through manifest nonverbal symbols.



Cobb‐Walgren, C. and Mohr, L. (1998), "Symbols in service advertisements", Journal of Services Marketing, Vol. 12 No. 2, pp. 129-151.

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Copyright © 1998, MCB UP Limited

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