Abstract Native advertising has recently become a prominent buzzword for advertisers and publishers alike. It describes advertising formats which closely adapt their form and style to the editorial environment they appear in, intending to hide the commercial character of these ads. In two experimental studies, we test how advertising disclosures in native ads on news websites affect recipients’ attitudes towards a promoted brand in a short and long-term perspective. In addition, we explore persuasion through certain content features (i. e., message sidedness and use of exemplars) and how they affect disclosure effects. Results show that disclosures increase perceived persuasive intent but do not necessarily decrease brand attitudes. However, disclosure effects do not persist over time and remain unaffected by content features.

中文翻译：

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伪装广告？披露和内容特征如何影响本地广告的效果

摘要原生广告最近已成为广告商和发行商的重要流行语。它描述了广告格式，它们的形式和风格与出现的编辑环境紧密匹配，旨在隐藏这些广告的商业特征。在两项实验研究中，我们从短期和长期的角度测试了新闻网站上原生广告的广告披露如何影响收件人对推广品牌的态度。另外，我们通过某些内容特征（即，消息方面和示例的使用）以及它们如何影响公开效果来探索说服力。结果表明，披露增加了感知的说服意图，但不一定降低品牌态度。但是，公开效果不会随时间持续存在，并且不受内容功能的影响。