How Advertorials Deactivate Advertising Schema: MTurk-Based Experiments to Examine Persuasion Tactics and Outcomes in Health Advertisements

Abstract: Advertorials—advertisements camouflaged as editorial material—are a pervasive advertising strategy. Presentational features of advertorials, such as a small or omitted advertisement label and useful information presented in an editorial format prior to promoting a product, are likely to give impressions to readers that the reading material is a useful resource rather than advertising material. We examined the cognitive and persuasive effects of health product–related advertorials based on a schema-laden information ...