DOES THE SMALL PRINT REALLY MATTER? THE INFLUENCE OF EXPLICIT EXPOSURE TO DISCLAIMERS ON THE PERCEPTION OF TV COMMERCIALS

Abstract

Disclaimers, which should prevent advertising audience from being falsely informed, are usually ignored by viewers. The present study demonstrates that when the viewers are exposed to the full content of commercials, including the small print disclaimers, their evaluation of the products and producers is, contrary to expectations, higher. However, the viewers fail to notice the manipulative discursive tactics applied by the advertisers, involving strategic use of disclaimers. This suggests that disclaimers do not perform their protective role effectively.