Advertisers and the Factual Content of Advertising
从广告主视角出发，通过实验发现广告的事实内容越多，广告主认为其效果越好，并观察了广告主的专业行为。
Abstract The controversy over the factual content of advertising has traditionally been looked at from the point of view of the consumer, which is to say the “demand” side. This paper offers an original approach in that it adopts the advertiser's point of view, or the “supply” side. More specifically, it attempts to discover whether the advertiser believes in the effectiveness of factual content. An affirmative answer to this question is provided by means of an experiment showing that the perceived effectiveness of selected advertisements increases according to their factual content. The paper also makes a variety of basic observations concerning the professional behavior of advertisers.