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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.
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Lill et al. (1986) studied this question.
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