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1、AnAnalysisofInformationContentinTelevisionAdvertisingAuthor(s):AlanResnikandBruceL.SternSource:JournalofMarketing,Vol.41,No.1(Jan.,1977),pp.50-53Publishedby:AmericanMarketingAssociationStableURL:http://www.jstor.org/stable/1250490.Accessed:01/12/201321:01YouruseoftheJSTORarchiveindicatesyourac
2、ceptanceoftheTerms&ConditionsofUse,availableat.http://www.jstor.org/page/info/about/policies/terms.jsp.JSTORisanot-for-profitservicethathelpsscholars,researchers,andstudentsdiscover,use,andbuilduponawiderangeofcontentinatrusteddigitalarchive.Weuseinformationtechnologyandtoolstoincreaseproducti
3、vityandfacilitatenewformsofscholarship.FormoreinformationaboutJSTOR,pleasecontactsupport@jstor.org..AmericanMarketingAssociationiscollaboratingwithJSTORtodigitize,preserveandextendaccesstoJournalofMarketing.http://www.jstor.orgThiscontentdownloadedfrom60.247.76.13onSun,1Dec201321:01:00PMAlluse
4、subjecttoJSTORTermsandConditionsAlanResnikandBruceL.SternAnAnalysisofInformationContentinTelevisionAdvertisingWhatdoChocks,PizzaHut,TridentSugarlessGum,andtheU.S.PoisonCenterhaveincommon?appearstobewidespreadcontroversyJohnClement,CanadianMinisterofCon-THEREbetweenadvertisingpractitionersandcr
5、iticsassumerandCommercialRelations,hasdescribedastotheusefulnessofinformationcommunicated"amazing"thenumberofbroadcastcommercialsthroughadvertising-especiallytelevisionadvertis-thatcontainnofactsorworthwhileinformation.4ing.ThevastintegrationofTVintoourdailylives,Presumably,everycommercialtran
6、smitssomein-anditspotentialforshapingviewers'behavior,formationbytransmittingvisualandaudiostimulimakestelevisioncommercialcontentacriticalareathatprovidemeaningfulcuestoatleastsomepor-forpublic-policydecisions.2InthewordsofRoberttionoftheaudience.Theissueunderscrutiny,Pitorsky,theFTC'sformerh
7、eadofConsumerPro-however,iswhethertheseinformationalcuesaretection:relevantenoughtoassistatypicalbuyerinmakinganintelligentchoiceamongalternatives.Thoseformsofadvertisingwhicharees-Thedeterminationoftheinformationalvaluesentiallynon-inf
