REVIEW OF COMMUNICATION RESEARCH
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PERSUASION AND SOCIAL INFLUENCE                                                                                                

Title & Authors

Unintended Effects of Advertising: An Updated Qualitative Review

Jie Xu (Villanova University, USA)

Highlights

 

• The current study aims to provide an up-to-date synthesis depicting the state of the art on the unintended effects of advertising.

• A thematic analysis approach was taken in this qualitative review.

We reviewed three primary theoretical frameworks used in the literature, unfolded five main dimensions, and introduced a typology of nine types of unintended effects.

• Three dominating theories in this area are: Psychological Reactance Theory (PRT), Social Comparison Theory, and Cultivation theory.

• Five dimensions include variations in valence, levels of analysis, time lapse, content specificity, and audience types.

• Nine types of unintended effects are: confusion, materialism, idealization, stereotypes, boomerang, violence, creativity, job performance, and economic growth.

• Future research should explore whether there is a blur between intended and unintended effects, as well as strengthen both theoretical and empirical inquires within this branch of advertising scholarship.

Abstract

Like most strategic communication efforts, advertising produces both intended and unintended effects. However, there has been little systematic effort to synthesizing the unintended effects of advertising. This paper attempt to fill the gap in the literature. A thematic review was conducted to review the dimensions, types, and theories concerning the unintended effects of advertising. Variations of unintended effects in valence, levels of analysis, time lapse, content specificity, and audience types were discerned, on the basis of which a typology of nine unintended effects was proposed, including confusion, materialism, idealization, stereotypes, boomerang, violence, creativity, job performance and economic growth. The implications and directions for future research were discussed. It is hoped that the conceptual dimensions and types of unintended effects presented in this paper will serve as an evolving framework for endeavors to enhancing the theory and practice of advertising.

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Unintended Effects of Advertising: An Updated Qualitative Review

Jie Xu (Villanova University, USA)

 

Keywords: Unintended Effects; Advertising; Review;

 

  Filesize 280.49 KB Download 185

 

 

Content

UNINTENDED EFFECTS OF ADVERTISING: OVERVIEW & THE CURRENT STUDY
METHOD

Study Retrieval
Thematic Analysis Procedure

FINDINGS

Theoretical Frameworks
Dimensions of Unintended Effects

Valence: Undesirable or desirable
Level of analysis: Individual or societal
Content-specific or content-diffusive effects
Target audience: Intended or unintended
Time lapse: Long or short term

Typology of Unintended Effects

Confusion
Materialism
Idealization
Stereotypes
Boomerang
Violence
Creativity
Job Performance
Economic Growth

DISCUSSION

Theoretical Implications
Table 1. Dimensions of Unintended Effects of Advertising
Table 2. Typology of Unintended Effects of Advertising
Practical Implications
Limitations and Future Research

REFERENCES
COPYRIGHTS AND REPOSITORIES

  

Keywords

Unintended Effects, Advertising, Review.

 

About the Author

Jie Xu (Ph.D., The University of Alabama, 2008) is an associate professor in the Department of Communication at Villanova University. Please send correspondence concerning this article to Jie Xu, Department of Communication, Villanova University, 800 Lancaster Ave., Garey Rm 20, Villanova, PA 19085, USA, Email: This email address is being protected from spambots. You need JavaScript enabled to view it.. 

 

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