An Analysis of Information Content in Television Advertising

Published In

Journal of marketing

Document Type

Citation

Publication Date

1977

Subjects

Marketing

Abstract

THERE appears to be widespread controversy between advertising practitioners and critics as to the usefulness of information communicated through advertising—especially television advertising.1 The vast integration of TV into our daily lives, and its potential for shaping viewers’ behavior, makes television commercial content a critical area for public-policy decisions.2In the words of Robert Pitorsky, the FTC's former head of Consumer Protection:

Those forms of advertising which are essentially non-informative in character may raise questions as to their fundamental fairness, their conformity with traditional economic justifications for advertising upon which a free and reasonably informed choice may be made, and the extent to which such advertising is designed to exploit such fears or anxieties as social acceptance or personal wellbeing without fulfilling the desires raised.3

Rights

Copyright © 2024 by American Marketing Association. All rights reserved

DOI

10.1177/002224297704100107

Persistent Identifier

https://archives.pdx.edu/ds/psu/41242

Link to Full Text

Share

COinS