ERIC Number: EJ242113
Record Type: Journal
Publication Date: 1981
Reference Count: N/A
Video Disclaimers in Television Advertising: Are They Effective?
Lovil, Daniel D.; Padderud, Allan B.
Journal of Communication, v31 n2 p72-77 Spr 1981
Reviews a study of viewer recall of disclaimer information required in commercials. Indicates that aural and video disclaimers are generally ineffective because they are either not attended to or not comprehended. (JMF)
Publication Type: Journal Articles; Reports - Research
Education Level: N/A
Authoring Institution: N/A