This Article Full Text (OnlineFirst PDF) All Versions of this Article: 0002764208321354v1 52/2/243    most recent Alert me when this article is cited Alert me if a correction is posted Services Email this article to a friend Similar articles in this journal Alert me to new issues of the journal Add to Saved Citations Download to citation manager Request Permissions Request Reprints Add to My Marked Citations Citing Articles Citing Articles via Google Scholar Citing Articles via Scopus Google Scholar Articles by Day, A. G. Search for Related Content Social Bookmarking                         What's this?

Out of the Living Room and Into the Voting Booth: An Analysis of Corporate Public Affairs Advertising Under the Third-Person Effect

Louisiana Corporate Communications Research Group

^* To whom correspondence should be addressed. E-mail: anitagday{at}yahoo.com.

	Abstract

Past third-person effect (TPE) research indicates that individuals perceive that the media are more influential on others than on oneself. However, recent studies find a reverse effect, where individuals perceive a greater effect on oneself than on others when media messages are positive and desirable to be influenced by. This study sought to examine the reverse of the TPE, or the first-person effect, from corporate commercial advertisements. Brand awareness advertisements and public affairs advertisements were used to measure both the perceptual and the behavioral components of TPE theory. Findings indicate that corporate commercial public affairs advertisements are found to be socially desirable to be influenced by and that individuals are likely to act on that perception in the form of legislative support of the issues that corporations promote.

First published on July 29, 2008, doi:10.1177/0002764208321354

American Behavioral Scientist 2008;52:243.

A more recent version of this article appeared on October 1, 2008


CiteULike    Complore    Connotea    Del.icio.us    Digg    Reddit    Technorati    Twitter    What's this?