Department of Advertising

FTC Remedies

BIBLIOGRAPHY:

As this web site develops, in the space below we will provide a bibliography of articles and books relevant to this topic. To the extent practical, bibliographic references will be annotated.

Anyone interested in submitting additional bibliographic material for this reference page, or for any of the others at this site, is welcome to send such material via e-mail to jef@mail.utexas.edu. Please type the references in the same format as is used here, and keep the annotations to a few sentences.

Corrective Advertising

  1. H. Bruce Lammers (1984). The Overkill Effect of Corrective Advertising: An Heiderian Perspective on the Influence of Corrective Advertisement Sponsorship on Cognitive Responses toward the Company. Advances in Consumer Research, 12: 426-31.

    This research investigates the role of ad sponsorship (FTC vs. company vs. control) and the consumer's general attitude toward business and advertising (favorable vs. unfavorable)on the effectiveness of corrective advertising. The experiment conducted with 110 undergraduate students uses an actual corrective advertisement unfamiliar to the subjects. Results show that when the recipient of the message holds favorable attitudes toward business and advertising, a company-sponsored corrective ad significantly decreases the generation of negative cognitive responses directed at the company. For those unfavorable toward business and advertising, however, the FTC-sponsored ad inhibits more effectively negative response directed toward the company.

  2. William L. Wilkie, Dennis L. McNeill, and Michael B. Mazis (1984). Marketing's 'Scarlet Letter': The Theory and Practice of Corrective Advertising. Journal of Marketing, 48 (Spring): 11-31.

    The authors present a comprehensive analysis of corrective advertising. Various perspectives such as historical background, key legal issues concerning the FTC's authority for corrective advertising, the processes and theory behind FTC's management of this power are covered using illustrations of a variety of actual cases. The effects of the FTC program are also assessed based on the findings in the literature and a number of conclusions regarding the effects are drawn.

  3. Mary Ann Stutts (1983). The Effects of Corrective Advertising on Listerine. Proceedings of the 1983 Convention of the American Academy of Advertising, (ed.), Donald W. Jugenheimer: 64-69.

    This study looks at the effectiveness of the FTC-issued corrective advertising remedy in the Listerine case. A random sample of 50 female household heads are interviewed via telephone in June 1978 (three months prior to the initial corrective campaign for Listerine) and in October 1979 (thirteen months after the first corrective ad was aired). This study reports no significant change over time and a difference between Listerine and the industry norm for the ability of Listerine to aid in cold/sore throat treatments. Reasons for these findings are discussed.

  4. Gary M. Armstrong, Metin N. Gurol, and Frederick A. Russ (1983). Corrective Advertising: A Review and Evaluation. Current Issues and Research in Advertising, 6, (1): 93-113.

    This paper reviews the conceptual and empirical marketing literature, and presents implications of corrective advertising. A number of research and policy issues to be resolved for corrective advertising are discussed.

© 1995, 1996, 1997 Jef I. Richards
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