Authors and Corporations: | , , |
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In: | Communication Research, 22, 1995, 4, p. 485-505 |
published: |
SAGE Publications
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Media Type: | Article, E-Article |
Physical Description: | 485-505 |
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ISSN: |
0093-6502
1552-3810 |
DOI: | 10.1177/009365095022004006 |
published in: | Communication Research |
Language: | English |
Subjects: | |
Collection: | SAGE Publications (CrossRef) |
<jats:p> Despite the popularity of issue / advocacy advertising campaigns, there has been limited empirical study of their overall impact. This investigation posits that issue / advocacy advertising should be viewed as a vehicle for inoculating against attitude slippage and for enhancing the sponsor's credibility among people who already favor a corporation's position, rather than as a tool to change attitudes. An experimental test of attitudinal and image effects of issue / advocacy advertising confirmed this theoretical view. The results indicated that issue / advocacy advertising inoculates against attitude change, while simultaneously protecting sponsors against slippage in ratings of source credibility, after exposure to a persuasive attack on behalf of an opposing position. These results are discussed in terms of their theoretical and policy implications. </jats:p> |