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- W2043939727 abstract "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." @default.
- W2043939727 created "2016-06-24" @default.
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- W2043939727 date "2008-09-01" @default.
- W2043939727 modified "2023-09-26" @default.
- W2043939727 title "The Efficacy of the Use of Implicature and Actor Portrayal Labels by Non-Profits in Anti-Smoking Print Advertisements" @default.
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- W2043939727 doi "https://doi.org/10.1080/10641734.2008.10505248" @default.
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