John C Schweitzer

Biographic Data

ID4402910
NAMEJohn C Schweitzer
GIVEN NAMESJohn C
FAMILY NAMESchweitzer
SIGNATURESCHWEITZER J C
AFFILIATIONSSchool of Mass Communications at Texas Tech University in Lubbock
VERIFIEDNo
TOTAL WORKS6
TOTAL CITATIONS11
WORKS AS AUTHOR6
WORKS AS EDITOR0
FIRST PUBLICATION YEAR1976
LATEST PUBLICATION YEAR1996
H-INDEX2

  • Cultural Values Reflected in Chinese and U.S. Television Commercials

    Hong Cheng, Cheng Hong et al.ARTICLEJournal of Advertising Research1996

    In this article, we have content analyzed 1,105 PRC and U.S. television commercials and identified eight cultural values that dominate either Chinese or U.S. television advertising. While U.S. commercials tend to use both symbolic and utilitarian values, Chinese commercials resort more often to symbolic ones.Our findings indicate that the current Chinese advertising is a “melting pot” of Eastern and Western cultural values and a “doubledistorted …

  • The Impact of Messages on Survey Participation in Answering Machine Households

    Minghua Xu, Benjamin J Bates et al.ARTICLEPublic Opinion Quarterly1993Cited by: 1

    Journal Article THE IMPACT OF MESSAGES ON SURVEY PARTICIPATION IN ANSWERING MACHINE HOUSEHOLDS Get access MINGHUA XU, MINGHUA XU affiliated with SRI in San Francisco Search for other works by this author on: Oxford Academic Google Scholar BENJAMIN J. BATES, BENJAMIN J. BATES visting lecturer, assistant professor and director The Chinese University of Hong Kong, The Institute for Communications Research in the School of Mass Communications Search …

  • Personal Computers and Media Use

    Open AccessJohn C SchweitzerARTICLEJournalism Quarterly1991Cited by: 3

    About one in five people own a personal computer but not many of these owners spend much time with the computer. Of owners, only about 20% spend as much as 1–2 hours per day. This study, based on a telephone survey of a Southwestern city, finds that owners are more affluent than non PC owners and read the local morning paper more. But PC owners and nonowners differed little in amount of television news viewed. Ownership of a personal computer app…

  • Advertising in Taiwan Newspapers since the Lifting of the Bans

    Open AccessYun-Ju Lay, John C SchweitzerARTICLEJournalism Quarterly1990

    This content analysis of two major papers shows that the lifting in January 1988 of a three-decade old ban in Taiwan on numbers of newspapers and newspaper pages did not result in any radical changes in the percentages of pages allocated to ROP or classified advertising. There was a relative increase in some types of advertising, such as for food, and a decline in other types, such as for consumer electronics. A survey shows readers spent more ti…

  • Research Article Productivity by Mass Communication Scholars

    Open AccessJohn C SchweitzerARTICLEJournalism Quarterly1988Cited by: 6

  • Comparison of Young Subscribers and Nonsubscribers to Newspapers

    Open AccessJohn C SchweitzerARTICLEJournalism Quarterly1976Cited by: 1

    Differences found in North Carolina and Wisconsin studies of adults did not show up for most part in study of persons 18 to 24 years old