A Content Analysis of the “Fine Print” in Television Advertising

Abstract

This study examines the nature of "jine print" footnotes appearing in prime-time television advertising. Using content-analysis procedures, the objective was to appraise the practice of footnoting by examining its prevalence, as well as the temporal qualities, types of footnotes, and network, product, and ad length differences related to footnoting. Results suggest that footnoting is quite extensively used and the variability in the number of words per footnote, footnote exposure time, placement of footnotes, and footnote type may be related to factors such as network of broadcast, product catego y, and ad length. Issues regarding the public policy, legal, and practical signi,ficance offine-prin t messages as well as directions forfuture research are discussed.

Disclosures Exposed: Banner Ad Disclosure Adherence to FTC Guidance in the Top 100 U.S. Web Sites

“…First, Davis (1997) notes that “conclusions drawn about advertising approach and content can be distorted by coding multiple occurrences of the same ad” (p. 400). Second, we are following the precedent set by prior content analysis research that has examined disclosures/footnotes (see Hoy and Andrews 2004, 2006; Hoy and Stankey 1993; Kolbe and Muehling 1992). This approach avoids “double counting” (Kolbe and Muehling 1992).…”

“…As such, this study becomes a baseline for future comparisons for banner ad disclosures much as Hoy and Stankey’s (1993) study did for Hoy and Andrews’ (2004) evaluation of television advertising disclosures. Kolbe and Muehling (1992) note the value of monitoring trends in disclosure usage and presentation in that they provide insight to regulators. Thus, we have the following research questions:…”

An International Perspective of Online Disclosure Presentation: A Comparison of Banner Ad Disclosures from United States, United Kingdom, and Singapore Web Sites

“…The decision to include only unique banner ads, rather than duplicates, also, is based on the potential distortion in drawing conclusions that could result from "coding multiple occurrences of the same ad (Davis 1997, p. 400)" and the precedent set by prior disclosure content analyses Andrews 2004, 2006;Hoy and Stankey 1993;Kolbe and Muehling 1992). Additionally, this study's goal was to assess advertiser compliance rather than the likelihood that consumers saw deficient ads.…”

Çocuk kanallarındaki reklamların içeriğine yönelik bir araştırma: TRT çocuk kanalı örneği (A research on advertisements in kid channels: a case of TRT kids channel)

“…Çocukların yetişkinlerin bilinç ve duygu durumlarına sahip olmamaları nedeniyle reklamların çocuklar üzerindeki etkileriyle ilgili pek çok çalışma gerçekleştirilmiştir (Lawlor ve Prothero, 2003;Kolbe ve Muehling, 1992;Hite ve Eck, 1987). Bu çalışmalarla, reklamların çocuklar üzerinde temel olarak biliş, tutum ve davranış düzeylerinde etkileri olabileceği belirtilmektedir.…”