Differences in emotional response and overall attitude toward the ad, perceived social responsibility of the sponsor and willingness to donate are tested across 4 types of print advertisements sponsored by a nonprofit. The 4 treatments for anti-smoking ads include: truth in advertising, implicature, actor portrayal disclosure and deceptive advertising. The use of real victims garners the strongest emotional response, most positive attitude towards the advertisement, strongest perceived social responsibility and highest proclivity to donate to the nonprofit. The use of an actor portrayal label, while deemed to be socially responsible, significantly reduces ad effectiveness and willingness to donate.
|Original language||English (US)|
|Number of pages||14|
|Journal||Journal of Current Issues and Research in Advertising|
|State||Published - Jan 1 2008|
ASJC Scopus subject areas