Abstract

This study explored whether the clarity-enhancing elements and contextual cues in sponsorship disclosures would help (or impede) consumers’ recognition and information processing of native advertising and, if so, which elements would affect them more or less. A lab experiment using an eye-tracking device was conducted. Various features of the sponsorship disclosure were drawn from the Federal Trade Commission’s (FTC) disclosure guidelines (e.g., disclosure language, location, repetition, and prominence, including font style, size, color, effects, and background). Findings implied that clear labeling is strongly related to recognition of the commercial nature of the content, whereas clarity enhancers are related to information processing backed by perceptual fluency. In addition, complying with FTC’s disclosure guidelines may increase pleasant processing fluency and recognition of the sponsorship disclosure. A recommendation is made for advertising practitioners, publishers, and regulators to avoid an unnecessary stigma toward native advertising.

摘要

这项研究探讨了赞助披露中的清晰度增强元素和上下文提示是否会帮助（或阻碍）消费者对原生广告的识别和信息处理，如果是这样，哪些元素会或多或少地影响他们。进行了使用眼动追踪设备的实验室实验。赞助披露的各种特征来自联邦贸易委员会 (FTC) 的披露指南（例如，披露语言、位置、重复和突出，包括字体样式、大小、颜色、效果和背景）。调查结果表明，清晰的标签与对内容商业性质的认识密切相关，而清晰度增强剂则与感知流畅性支持的信息处理有关。此外，遵守 FTC 的披露指南可能会提高处理的流畅性和赞助披露的认可度。建议广告从业者、出版商和监管机构避免对原生广告造成不必要的污名化。