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  • 标题:Misleading advertising: a study of radio spots in Spain
  • 本地全文:下载
  • 作者:Clara Muela-Molina ; Salvador Perelló-Oliver
  • 期刊名称:Convergencia. Revista de Ciencias Sociales
  • 印刷版ISSN:1405-1435
  • 出版年度:2013
  • 卷号:20
  • 期号:62
  • 页码:13-43
  • 语种:Spanish
  • 出版社:Universidad Autónoma del Estado de México
  • 摘要:In order to identify the different types of misleading advertising, this study is based on the existing legal framework in Spain. A total of 430 radio spots —or 1,664 when broadcast frequency is considered— were coded according to radio station type, time slot and product category. The findings of content analysis reveal that 33% of radio spots in 2009 included misleading content, predominantly in terms of product characteristics and those within the health category. The study suggests that a new approach should be taken by the organisations that control, monitor and follow-up on advertising.
  • 其他摘要:In order to identify the different types of misleading advertising, this study is based on the existing legal framework in Spain. A total of 430 radio spots —or 1,664 when broadcast frequency is considered— were coded according to radio station type, time slot and product category. The findings of content analysis reveal that 33% of radio spots in 2009 included misleading content, predominantly in terms of product characteristics and those within the health category. The study suggests that a new approach should be taken by the organisations that control, monitor and follow-up on advertising.
  • 关键词:misleading advertising; deceptive advertisements; radio spots; unlawful advertising; content analysis publicidad engañosa; mensajes engañosos; cuña publicita...
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