The Effects of Advertisement Structure, Message Sidedness, and Performance Test Results on Print Advertisement Informativeness Academic Article uri icon


  • Full disclosure in advertising has become a concept of major concern to public policy decision makers and advertising practitioners. Comparative advertising, two-sided messages, and the use of performance tests results are three techniques used to help consumers become better informed and more knowledgeable about products. Yet, little empirical testing has been done to determine whether use of these techniques actually increases the informativeness of advertisements. This article reports the results of a factorial-designed experiment regarding the effects of comparative messages, message sidedness, and the use of performance test results in print advertisement on two dimensions of informativeness-the readers perception of advertisement informativeness and the readers awareness of product features. 1980 Taylor & Francis Group, LLC.

published proceedings

  • Journal of Advertising

author list (cited authors)

  • Earl, R. L., & Pride, W. M.

citation count

  • 28

complete list of authors

  • Earl, Ronald L||Pride, William M

publication date

  • October 1980