Money well spent? An experimental investigation of the effects of advertorials on citizen opinion

Organized interests employ a number of tactics to get what they want. One of the least understood of these tactics is running advertorials--issue advocacy advertisements that are designed to influence citizen opinion. Using a pretest-posttest control group experimental design, the authors examine the effects of advertorials on individual opinions. The authors find that advertorials have an effect on individual opinions but that their effects are different than those of traditional advertisements. Specifically, after examining the effects of an actual ExxonMobil advertorial that appeared on the pages of The New York Times, the authors find that advertorials substantially affect levels of individual issue salience but do not affect individual perceptions of the organized interests that run them. The authors also find that those with relatively high levels of trust in the media are more likely than those with lower levels of trust to be influenced by advertorials. Keywords: advertorials; interest groups; media effects; experimental methods