READER CATEGORIZATION OF A CONTROVERSIAL COMMUNICATION - ADVERTISEMENT VERSUS EDITORIAL

Using a disguised, structured technique, the authors collected consume r judgments regarding an editorial advertisement entitled ''Of cigaret tes and science '' sponsored by R. J. Reynolds Tobacco Company. Respon dents were shown an actual newspaper section that contained different types of editorials and advertisements, including the ''Of cigarettes and science '' item. After the respondents indirectly classified each item as either an editorial or advertisement, they were asked to list at least two characteristics about the appearance or wording of the '' Of cigarettes and science '' item that caused them to classify it as t hey did. The majority of respondents thought the item was an advertise ment because it looked different from editorial items, was sponsored b y R. J. Reynolds Tobacco Company, and seemed to have a persuasive or p romotional content. Over one-fourth of the respondents, however; ident ified the communication as an editorial because of its lack of direct sales information and its extensive wording. The authors contend that legal and regulatory bodies should consider the effects of both source and intent of the message when arguing consumer impact.