A Content Analysis of the “Fine Print” in Television Advertising

Publisher Website
Google Scholar
Abstract
This study examines the nature of “fine print” footnotes appearing in prime-time television advertising. Using content-analysis procedures, the objective was to appraise the practice of footnoting by examining its prevalence, as well as the temporal qualities, types of footnotes, and network, product, and ad length differences related to footnoting. Results suggest that footnoting is quite extensively used and the variability in the number of words per footnote, footnote exposure time, placement of footnotes, and footnote type may be related to factors such as network of broadcast, product category, and ad length. Issues regarding the public policy, legal, and practical significance of fine-print messages as well as directions for future research are discussed.