Abstract
The purpose of this research was to evaluate the influence that the independent variables of advertisement structure, message sidedness, and test results have on selected communication variables. Specifically this study investigated the impact on readers of (1) comparative versus non-comparative advertisements, (2) one-sided versus two-sided messages, (3) product performance test results versus no product performance test results, and (4) variations in the differentiality of the test results. The dependent variables were the reader's (1) perceived informativeness of the advertisement, (2) awareness of product features, (3) confidence in product claims, and (4) perceived credibility of the advertiser. A total of twenty-four hypotheses regarding these variables were developed and tested. To test the hypotheses, data were collected from 372 subjects at Sam Houston State University through self-administered questionnaires. Each respondent was given a portfolio of four advertisements. One of these advertisements in the portfolio was one of the twelve versions of the experimental magazine advertisements. Analysis of variance and Tukey's multiple comparison test were used to compare the means of the dependent variables in order to evaluate each null hypothesis.
Earl, Ronald Lynn (1978). An experimental investigation of the effects of advertisement structure, message sidedness, and test results on selected communication variables. Texas A&M University. Texas A&M University. Libraries. Available electronically from
https : / /hdl .handle .net /1969 .1 /DISSERTATIONS -323554.