The Efficacy of the Use of Implicature and Actor Portrayal Labels by Non-Profits in Anti-Smoking Print Advertisements

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.

Publication Information

Researcher Information

	Carlson, Les Interim Department Chair & Professor of Marketing Expertise: Consumer Behavior Consumer Socialization Marketing Communication Services Marketing Marketing CBA 310 P.O. Box 880492 University of Nebraska-Lincoln Lincoln, NE 68588-0492, USA Phone: (402) 472-3156 Fax: (402) 472-9777 lcarlson3@unl.edu	Carlson, Les	Marketing