An Approach to the Evaluation of Deception in Television Advertising

Abstract

Public policy decisions dealing with the behavioral responses to deceptive television advertising have relied strictly on a legal definition of deception. This study provides tentative factor analytic dimensions for the evaluation of deception across eight television commercials unofficially rated for deceptiveness by the FTC. Using two different measurement approaches, some degree of factorial similarity was observed. Deception emerged as an independent factor—a finding not previously acknowledged in the literature. While summary (aggregate) judgments across all test ads were used. future research might focus on specific components of an ad to be more compatible with current FTC and judicial requirements. Suggestions for future research are offered.

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