The Effectiveness of Radical Openness in Online Advertising

This study examined whether radical openness in advertising (disclosing honest information or revealing a secret or personal story) was more effective than conventional advertising in creating a positive brand image. Therefore, 141 participants were exposed to one of three different video clips (a radically open ad vs. a conventional ad vs. a control video clip). A premeasure and postmeasure questionnaire determined the effect of each video on feelings toward the advertised company and its product. The radically open advertisement was most effective at creating positive feelings, alleviating negative feelings, and creating awareness toward the company and its product.