Research

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
Article Title: The Efficacy of the Use of Implicature and Actor Portrayal Labels by Non-Profits in Anti-Smoking Print Advertisements
Journal: Journal of Current Issues and Research in Advertising (Sep, 2008)
Vol. 30 Issue 2, p65-78, ISSN 1064-1734
Author(s): Shanahan, K.J.;  Hopkins, C.H.;  Carlson, Les
Researcher Information
    
Carlson, Les
Carlson, Les
Professor and Nathan J. Gold Distinguished Professorship
Expertise:
  • Consumer Behavior
  • Consumer Socialization
  • Marketing Communication
  • Services Marketing
Marketing
CoB 345K
P.O. Box 880492
University of Nebraska-Lincoln
Lincoln, NE 68588-0492, USA
Phone: (402) 472-3156
Fax: (402) 472-9777
lcarlson3@unl.edu