Misleading Advertising: In Search of a Measurement Methodology
基于理论和政策考虑，提出了检测误导性广告的两个标准，并指出现有方法存在不足。介绍了一种新的“误导成分法”，可识别广告中的误导性信息，并通过试点研究验证其可行性。
Based on theoretical and policy considerations, two criteria for a feasible procedure to detect misleading advertising are derived. Current concepts for detecting misleading advertising are reviewed and found wanting with respect to these criteria. Due to the orientation toward cases, misleading advertising can be detected only in specific instances, while judgments about a certain ad's capacity to mislead still must be made on intuitive grounds. A different procedure is presented, the misleading components approach, that aims at detecting certain types of misleading messages which might be found in many advertisements, thus avoiding the problems associated with case-oriented methodologies. Results are reported from a pilot study that show that it is possible to identify misleading components in advertising.