What is it about?

Companies are using advocacy ads to promote their views on a social or political issue and encourage social action. Millennials more than any other generation find this advertising strategy appealing. Our study shows that for such an ad to have a significant positive effect on people's intention to support the advocated social action, the ad must (1) feature an issue of high personal relevance to the audience, and (2) have a message that the audience agrees with.

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Why is it important?

Our findings help explain how issue involvement influences the persuasive effect of advocacy advertising through the mechanism of message agreement. This is important as advertisers work to identify message strategies that will appeal to their target audiences.


We hope that this article is useful to advertisers considering message framing as well as the types of social action that their advocacy ad campaigns encourage.

Olivia Bravo
Florida State University

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This page is a summary of: The mediating effects of message agreement on millennials’ response to advocacy advertising, Journal of Marketing Communications, April 2019, Taylor & Francis, DOI: 10.1080/13527266.2019.1596969.
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