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Reader Categorization Of A Controversial Communication: Advertisement Versus Editorial, J. B. Wilkinson, Douglas R. Hausknecht, George E. Prough

Department of Marketing

Using a disguised, structured technique, the authors collected consumer judgments regarding an editorial advertisement entitled "Of cigarettes and science" sponsored by R. J. Reynolds Tobacco Company. Respondents were shown an actual newspaper section that contained different types of editorials and advertisements, including the "Of cigarettes and science " item. After the respondents indirectly classified each item as either an editorial or advertisement, they were asked to list at least two characteristics about the appearance or wording of the "Of cigarettes and science" item that caused them to classify it as they did. The majority of respondents thought the item was …