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Fine print in television advertising: a content analysis
Olga Kazantseva
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Abstract
Six hundred eighty-three prime time TV commercials were analyzed for occurrence of messages visualized in fine print. The content analysis of commercials with fine print was conducted and presentation rates were measured. It was found that although fine print portion contains almost as many information cues as the main body of the commercial, the messages did not stay on the screen long enough to be read and learnt from.