Sponsorship Disclosure Analysis

1237 Words 5 Pages
The article, Sponsorship Disclosure: Effects of Duration on Persuasion Knowledge and Brand Responses by Boerman, Reijmersdal, and Neijens (2012), is a study about the influence of sponsorship disclosure. Sponsorship disclosure (hereafter, referred to as SD) is a symbol or statement disclosing the presence of a product within a commercial or program.The purpose of a SD is to prevent program viewers from being misled, deceived, or in any other way, persuaded by the advertisement content; SD are required by law to be present when sponsored content is in any form of media.
Sponsored content is often included in media, i.e. Jurassic World. This article analyzes the effects of SD as they relate to viewer’s perception of the brand. Sponsorship disclosure
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PK is the viewer’s thoughts and opinions towards the techniques employed to persuade him/her. As with brand perception, Boerman et al. divides PK into two separate categories. The first subcategory of PK is conceptual persuasive knowledge (hereafter, referred to as cPK). CPK is the viewer’s recognition of the techniques employed to persuade him/her within an advertising campaign. The second subcategory of PK is attitudinal persuasive knowledge (hereafter, referred to as aPK). APK describes the viewer’s thoughts and opinions towards the advertising campaign’s techniques employed to persuade him/her. In this investigation, the researchers intend to determine if a connection exists between PK and SD. Boerman et al. are testing the effectiveness of SD in triggering PK. If SD does, in fact, trigger PK, researchers intend to assess the specific variables that have prompted change of opinion concerning the brand being …show more content…
(1056) Researchers found that when determining the effects of the length of time of a disclosure on BM, there is a direct effect leading from exposure to the SD. If a viewer is exposed to SD, they are more likely to remember the disclosure, regardless of the amount of time it is shown (whether it is shown for 3 seconds or 6 seconds). Therefore, H2a is partly supported. Data did not support a correlation between the length of time a SD is shown and BM. Also, BM is affected, indirectly by the viewer’s recognition of persuasion tactics. Therefore, H2b is not supported.
Hypothesis 3a and 3b assessed BA. (1056-1058) Data proved there was little to no direct effect between the amount of time disclosures lasted (whether it is shown for 3 seconds or 6 seconds) and how each subject felt about the brand as it relates to persuasive strategies. Therefore, H3a was not supported. BA was indirectly affected by SD, if the SD lasted at least 6 seconds. The longer the SD lasted the more distrustful and negative the viewer’s attitudes became towards the advertised brand. Attitudes changed only with a SD lasting 6

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