Social power-based print advertising: Theoretical and practical considerations

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Abstract

A laboratory experiment explored the impact of various power-based copy approaches upon readers' responses to print advertising messages. The treatments employed were derived from French and Raven's bases of social power at two levels of information content. Response measures included copy-and brand-related variables and recall. Results indicate that there are significant differences in responses owing to both the base of social power and the information level used.

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