Abstract
Through the theoretical lens of Petty and Cacioppo’s Elaboration Likelihood Model (ELM) and using the case of Oregon Wild and its campaign against clear-cut logging on public lands, this study explores the impact of media coverage of contentious activist advertising on audiences. A survey with experimental conditions measures attitudes of audiences exposed to this interplay of advocacy communication. The study assesses partiality toward the sponsor organization, a willingness by the target audience to act on its behalf, and an understanding of the central environmental issue. Differences between gender in reception of the campaign and coverage also are examined. By examining the interplay of social advertising, news media, and audiences, this study highlights a dynamic, social psychological stream of public interest communications.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
