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Unintended Effects of Advertising: An Updated Qualitative Review
[journal article]
Abstract
Like most strategic communication efforts, advertising produces both intended and unintended effects. However, there has been little systematic effort to synthesizing the unintended effects of advertising. This paper attempt to fill the gap in the literature. A thematic review was conducted to revie... view more
Like most strategic communication efforts, advertising produces both intended and unintended effects. However, there has been little systematic effort to synthesizing the unintended effects of advertising. This paper attempt to fill the gap in the literature. A thematic review was conducted to review the dimensions, types, and theories concerning the unintended effects of advertising. Variations of unintended effects in valence, levels of analysis, time lapse, content specificity, and audience types were discerned, on the basis of which a typology of nine unintended effects was proposed, including confusion, materialism, idealization, stereotypes, boomerang, violence, creativity, job performance and economic growth. The implications and directions for future research were discussed. It is hoped that the conceptual dimensions and types of unintended effects presented in this paper will serve as an evolving framework for endeavors to enhancing the theory and practice of advertising.... view less
Classification
Impact Research, Recipient Research
Free Keywords
Unintended Effects; Advertising
Document language
English
Publication Year
2020
Page/Pages
p. 1-16
Journal
Review of Communication Research, 8 (2020)
DOI
https://doi.org/10.12840/ISSN.2255-4165.021
ISSN
2255-4165
Status
Published Version; peer reviewed