ERIC Number: ED309479
Record Type: Non-Journal
Publication Date: 1989-Aug
Reference Count: N/A
Deception in Brand Names: Do Print Ads Clarify the Nutrition Claims?
Reece, Bonnie B.; Rifon, Nora J.
To learn whether the problem of misunderstanding in brand names might be caused by the content of advertisements or whether it stemmed from a failure in the exposure-processing chain with respect to the effect of the ads on consumers, a study investigated the extent to which marketers provide information in their advertising that clarifies the meanings of their brand names. The advertisements selected for inclusion in the study were all taken from the 12 most recent monthly editions of "Better Homes and Gardens" and "Good Housekeeping." A content analysis was done on 52 print advertisements for 39 products. Results indicated that (1) 40% of the ads provided no clarifying explanation; (2) 20% of the ads provided only a partial explanation; and (3) 60% of the ads provided only partial or no explanations of ambiguous brand names. (One table of data is included.) (MS)
Publication Type: Speeches/Meeting Papers; Reports - Research
Education Level: N/A
Authoring Institution: N/A