Video Disclaimers in Television Advertising: Are They Effective?.

Lovil, Daniel D.; Padderud, Allan B.

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Peer reviewed

ERIC Number: EJ242113

Record Type: Journal

Publication Date: 1981

Pages: N/A

Abstractor: N/A

ISBN: N/A

ISSN: N/A

EISSN: N/A

Video Disclaimers in Television Advertising: Are They Effective?

Lovil, Daniel D.; Padderud, Allan B.

Journal of Communication, v31 n2 p72-77 Spr 1981

Reviews a study of viewer recall of disclaimer information required in commercials. Indicates that aural and video disclaimers are generally ineffective because they are either not attended to or not comprehended. (JMF)

Descriptors: Advertising, College Students, Communication Research, Disclosure, Federal Regulation, Recall (Psychology), Television Commercials, Television Viewing

Publication Type: Journal Articles; Reports - Research

Education Level: N/A

Audience: N/A

Language: English

Sponsor: N/A

Authoring Institution: N/A

Grant or Contract Numbers: N/A