ERIC Number: ED205965
Record Type: RIE
Publication Date: 1981-Aug
Reference Count: 0
The Effects of Advocacy Advertising and Situational Crisis on Perceptions of Social Responsibility, Potential Supportive Behavior and Attitudes Toward Advertisements.
Cozby, Jeanie G.; And Others
Data were collected from 176 college students in a study of the effects of corporate advocacy advertising in crisis situations. The subjects read one of two sets of oil company advertisements, one set using a low advocacy and the other set using a high advocacy approach to explain company activities in relation to current events and social issues. After reading the advertisements, the subjects responded to questions and rating scales on the company's social responsibility, the subjects' supportive behavior toward the company, and the effectiveness of the advertisements. The subjects also completed questionnaires on their perceptions of a gasoline crisis, their awareness of advertising by oil companies, and their dependence on the use of gasoline. The relationship between crisis perception and gasoline dependency was significant, but there was no significant relationship between crisis perception and awareness of advertising. There appeared to be no positive or negative effects of corporate advocacy advertising on either ratings of social responsibility or potential supportive behavior. However, persons perceiving direct or indirect threats in the advertisements were less likely to be supportive of a company they believed to be contributing in some way to a problem. Thus, advertisements high in advocacy appeal were seen as being capable of weakening an organization's position with the public. (RL)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Identifiers: Audience Response
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism (64th, East Lansing, MI, August 8-11, 1981).