The efficacy of the use of implicature and actor portrayal labels by non-profits in anti-smoking print advertisements

Kevin J. Shanahan, Christopher D. Hopkins, Les Carlson

Research output: Contribution to journalArticle

7 Scopus citations

Abstract

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 languageEnglish (US)
Pages (from-to)65-78
Number of pages14
JournalJournal of Current Issues and Research in Advertising
Volume30
Issue number2
DOIs
StatePublished - Jan 1 2008

ASJC Scopus subject areas

  • Marketing

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