Informational vs. Persuasive advertising: An appraisal

Research output: Contribution to journalArticlepeer-review

25 Scopus citations


Is it reasonable to believe (as many critics do) that informational advertising is okay, but that persuasive advertising is not okay? This article investigates the so-called “information-persuasion” dichotomy and concludes that it is manifestly illogical, a phony dichotomy. A revised version is then proposed: the “high information-content vs. low information-content” dichotomy in advertising. Analysis reveals some substantial problems in operationalizing the new dichotomy.

Original languageEnglish
Pages (from-to)5-8
Number of pages4
JournalJournal of Advertising
Issue number3
StatePublished - 1976


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