TY - CHAP
T1 - Appreciation and Effects of Sponsorship Disclosure
AU - Boerman, Sophie C.
AU - Van Reijmersdal, Eva A.
AU - Neijens, Peter C.
PY - 2013/5/31
Y1 - 2013/5/31
N2 - With the continuing growth of the paid inclusion of brands in television programs, the lines between editorial and commercial content are more and more blurred. This has attracted criticism from consumer advocacy groups, public policy officials, the media and consumers, claiming that sponsored content in TV programs is unethical and deceptive (Cain, 2011; Kuhn, Hume, & Love, 2010). They argue that because this form of advertising is embedded into program content, the commercial intent is kept hidden (Bhatnagar, Aksoy, & Malkoc, 2004). Consequently, viewers are not always aware of the commercial and persuasive purpose of sponsored program content, and – as a result – they do not activate their cognitive defences and can be influenced without being aware (Kuhn et al., 2010; Lee, 2008).
AB - With the continuing growth of the paid inclusion of brands in television programs, the lines between editorial and commercial content are more and more blurred. This has attracted criticism from consumer advocacy groups, public policy officials, the media and consumers, claiming that sponsored content in TV programs is unethical and deceptive (Cain, 2011; Kuhn, Hume, & Love, 2010). They argue that because this form of advertising is embedded into program content, the commercial intent is kept hidden (Bhatnagar, Aksoy, & Malkoc, 2004). Consequently, viewers are not always aware of the commercial and persuasive purpose of sponsored program content, and – as a result – they do not activate their cognitive defences and can be influenced without being aware (Kuhn et al., 2010; Lee, 2008).
U2 - 10.1007/978-3-658-02365-2_21
DO - 10.1007/978-3-658-02365-2_21
M3 - Chapter
VL - 4
T3 - Advances in Advertising Research (Vol. IV)
SP - 273
EP - 284
BT - Advances in advertising research
A2 - Rosengren, Sara
A2 - Dahlen, Micael
A2 - Okazaki, Shintaro
PB - Springer
ER -