Fine print in television advertising: Views from the top

Journal of Advertising

Volumn 26, Issue 3, 1997, Pages 1-15

  Muehling, Darrel D ^a   Kolbe, Richard H ^b  

^a WASHINGTON STATE UNIVERSITY   (United States)

^b KENT STATE UNIVERSITY   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 85023803453     PISSN: 00913367     EISSN: None     Source Type: Journal    
DOI: 10.1080/00913367.1997.10673525     Document Type: Article

References (45)

1. Advertising Age (1994), “100 Leading National Advertisers" (September 28).
2. Advertising Age (1995), “The Advertising Fact Book" (January 2).
3. Atkin, Charles and Gary Hcald (1977), “The Content of Children's Toy and Food Commercials, " Journal of Communication, 27 (Winter), 107-114.
4. Barcus, F. Earle (1975), Weekend Commercial Children's Television, Newton, MA: Action for Children’s Television.
5. Barcus, F. Earle (1977), Children’s Television: An Analysis of Programming and Advertising, New York: Pracgor Publishers.
6. Barlow, Todd and Michael S. Wogalter (1993), “Alcoholic Beverage Warnings in Magazine and Television Advertisements, "Journal of Consumer Research, 20 (June), 147-150.
7. Best, Arthur (1989), “The Talismanic Use of Incomprehensible Writings: An Empirical and Legal Study of Words Displayed in TV Advertisements, " St. Louis University Law Journal, 88 (Winter), 285-829.
8. Bcttman, James R., John W. Payne, and Richard Staelin (1987), “Cognitive Considerations in Designing Effective Labels for Presenting Risk Information, ” Journal of Public Policy &Marketing, 6, 1-28.
9. Bracks, Mcrrie, Andrew A. Mitchell, and Richard Staelin (1984), “The Effect of Nutritional Information Disclosure in Advertising: An Information Processing Approach, ” Journal of Public Policy &Marketing, 3, 1-25.
10. Butkys, Adolph S. and George Herpel (1992), “How Advertising Agencies Handle Their Own Advertising Strategy: An Industry-Wide Overview of Its Self-Promotion Effoils, " Journal of Advertising Research, 32 (September/October), 18-22.
11. Encyclopedia of Business Information Sources (1992), 9th Edition, James Woy, ed., Detroit: Gale Research, Inc.
12. Family Jewels Disclaimer (1998), website: http://www.xe.net/Llj/disclaim.htm
13. Foxman, Ellen R., Darrel D. Muchling, and Patrick A. Moore (1988), “Disclaimer Footnotes in Ads: Discrepancies Between Purpose and Performance, ” Journal of Public Policy &Marketing, 7, 127-137.
14. Hoy, Marica Grubbs and Michael Stan key (1993), “Structural Characteristics of Televised Advertising Disclosures: A Comparison With the FTC Clear and Conspicuous Standard, ” Journal of Advertising, 22 (June), 47-58.
15. King, Thomas R. (1990), “In More TV Ads, the Fine Print Gets Evil Eye, ” Wall Street Journal (July 12), Bl-B5.
16. Klebba, Joanne M., Brace L. Stern, and Douglas Tseng (1994), “Disclaimers in Children’s Television Advertising Revisited: A Decade Makes a Difference, ” in Proceedings of the 11)1)4 Conference of The Am erican Academy of Advertising, Karen WhiLehill King, ed., Athens, GA: Henry W. Grady College of Journalism and Mass Communication, University of Georgia, 50-57.
17. Kolbe, Richard H. and Darrel D. Muehling (1992), “A Content Analysis of the ‘Fine Print’ in Television Advertising, ” Journal of Current Issues &Research in Advertising, 14 (Fall), 4761.
18. Kolbe, Richard H. and Darrel D. Muehling (1995), “An Investigation of the Fine PrinL in Children’s Television Advertising, ” Journal of Cur rent Issues &Research in Advertising, 17 (Fall), 77-95.
19. Lawrence, Jennifer (1987), “Airlines Face Tough Ad Rule” Advertising Age (September 7), 1-54.
20. Liebert, Diane E., Joyce N. Spralkin, Robert M. Liebert, and Eli A. Rubinstein (1977), “Effects ol'Television Commercial Disclaimers on the Product Expectations of Children, " Journal of Communication, 27 (Winter), 118-124.
21. Lutz, Richard J. (1985), “Affective and Cognitive Antecedents of' Attitude Toward the Ad: A Conceptual Framework, " in Psy chological Processes and Advertising Effects: Theory, Research and Application, Linda F. Alwitt and Andrew A. Mitchell, ods., Hillsdale, NJ: Lawrence Erlbaum Associates, 45-63.
22. MacKenzie, Scott B. and Richard J. Lutz (1989), “An Empirical Examination of the Structural Antecedents of Attitude Toward the Ad in an Advertising Pretesting Context, " Journal of Marketing, 53 (April), 48-65.
23. Mateja, Jim (1991), “Dealers Had Belter Follow Ad Rules: It Could Cost PlenLy if They Don’t, ” Chicago Tribune /April 8), Section 4, 7.
24. Mitchell, Andrew A. and Jerry C. Olson (1981), “Are Product Attribute Belief's the Only Mediator of Advertising Effects on Brand Attitude?" Journal of Marketing Research, 18 (August), 318-332.
25. Moore, Carlos W. and William M. Pride (1980), “Selected Effects of Qualifying Statements Regarding Technical Performance Claims: An Experimental Investigation, ” Journal of Advertising, 9 (2), 20-28, 43-44.
26. Muehling, Darrel D. (1987), “An Investigation of Factors Underlying Allilude-Toward-Adverlising-in-General, ” Journal of Advertising, 16 (1), 32-40.
27. Muehling, Darrel D., and Russell N. Laczniak (1996), “The Effects of'Fine-Print Disclaimer Type and Involvement on Brand Attitude Formation, " Journal of Marketing Communications, 2 (2), 6782.
28. Murray, Keith B. (1995), “Early Findings of a Longitudinal Prevalence Study olTn-Advcrtising Disclosure by Product Category in Cartoon Programming: There’s Something Funny Going on in the Commercials, Too, ” in Marketing and Public Policy Conference Proceedings, Vol. 5, Pam Scholder and PaLrick J. Kaufman, eds., Atlanta, GA: Georgia Slate University, 108-127.
29. Peeler, C. Loo (1994), Speech made to the National Advertising Review Board, December 7, New York.
30. Popper, Edward T. and Keith B. Murray (1989), “Communication Effectiveness and Format Effects on In-Ad Disclosure' of Health Warnings, ” Journal of Public Policy &Marketing, 8. 109-123.
31. Preston, Ivan L. (1994), The Tangled Web They Weave: 'Truth, Falsity &Advertisers, Madison: University of Wisconsin Press.
32. Richards, Jef I. (1990), Deceptive Advertising: Behavioral Study of a Legal Concept, Hillsdale, NJ: Lawrence Erlbaum Associates.
33. Richards, Jef I., and Patricia A. Stout (1992), “Advertising Agency Views on Graduate Education in Advertising, ” in Proceedings of the 1992 Conference of the American Academy of Advertising, Leonard N. Reid, ed., Athens, GA: Henry W. Grady College of Journalism and Mass Communication, University of Georgia, 236-238.
34. Rooney, Andy (1995), “A Few Minutes with Andy Rooney-Disclaimers’, ” 60 Minutes, 27 (22), February 19. Cited with permission of CBS News.
35. Self-Regulatory Guidelines for Children’s Advertising (1983), Children’s Advertising Review Unit, Council of Better Business Bureaus, Inc., New York.
36. Shimp, Terence A. (1981), “Attitude Toward the Ad as a Mediator of Consumer Brand Choice, " Journal of Advertising, 10 (2), 915.
37. Singhapakdi, Anusom, Kenneth L. Kraft, Scott J. Vitcll, and Kumar C. Rallapalli (1995), “The Perceived Importance ofEthies and Social Responsibility on Organizational Effectiveness: A Survey of Marketers, ” Journal of the Academy of Marketing Science, 23 (Winter), 49-56.
38. Stem, Bruce L. and Robert R. Harmon (1984), “The Incidence and Characteristics of Disclaimers in Children’s Television Advertising, ” Journal of Advertising, 13 (2), 12-16.
39. Stem, Bruce L., Robert R. Harmon and Alan J. Resnik (1978), “Children’s Understanding of a Televised Commercial Disclaimer, " in Research Fron tiers in Marketing: Dialogues and Directions, Subhash C. Jain, ed., Chicago: American Marketing Association, 332-336.
40. Stutts, Mary Ann and Garland G. Hunnicutt (1987), “Can Young Children Understand Disclaimers in Television Commercials?" Journal of Advertising, 16 (1), 41-46.
41. 'Trade Regulation Reporter (1971), “‘Clear and Conspicuous’ Disclosure, ” Chicago: Commerce Clearing House, Inc., CCH7569.09J, 12, 166.
42. Washington Information Directory (1994-1995), Jerry A. Overdahl, ed., Washington, DC: Congressional Quarterly, Inc.
43. Werner, Ray. (1992), “Legal Developments in Marketing, " Jour nal of Marketing, 56 (July), 101.
44. Williford, Richard (1990), “Fine Print on Wheels, " Consumers' Research (September), 16-19.
45. Working Press of the Nation (1995), 45th Edition, Vol. 3, TV &Radio Directory, New Providence, NJ: National Register Publishing.