What is it about?
People normally don't pay attention to small print disclaimers included in commercials. The study shows how the perception of advertising messages can be changed if the viewers have access to the information included in disclaimers. At the same time, it demonstrates that in spite of being able to inspect the disclaimers in detail, the viewers nevertheless fall for the persuasive traps set by the advertisers.
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Why is it important?
It has been very rarely studied how exposure to the full content of small print disclaimers influences advertisement understanding and mental processing, which is precisely what this study does. Additionally, it demonstrates how the advertisers often exploit the mandatory disclaimers for their own persuasive purposes.
Perspectives
Conducting the study and writing the article made me aware that in spite of our declared watchfulness and immunity to persuasive tricks we nevertheless are very often outsmarted by advertising experts.
Adam Wojtaszek
University of Silesia, Katowice
Read the Original
This page is a summary of: DOES THE SMALL PRINT REALLY MATTER? THE INFLUENCE OF EXPLICIT EXPOSURE TO DISCLAIMERS
ON THE PERCEPTION OF TV COMMERCIALS, Lege artis Language yesterday today tomorrow, December 2023, Faculty of Social Sciences, University of Saints Cyril and Methodius,
DOI: 10.34135/lartis.23.8.2.05.
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