Informational vs. Persuasive advertising: An appraisal

Research output: Contribution to journalArticle

24 Scopus citations

Abstract

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
Volume5
Issue number3
DOIs
StatePublished - 1976

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