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Readers'Perspective on Advertising's Influence in Women's Magazines：Thoughts on Two Common Practices
读者对广告在女性期刊中影响的观察：对两种常见做法的思考
Eric Haley，Anne Cunningham
摘要：本研究从两个方面调查和探究消费者是如何看待广告商试图影响媒体内容的：一是针对期刊对广告商的产品或服务做正面宣传的看法(“特稿”)；二是针对广告商左右媒体内容的看法(“内容审查”)？尤其是本研究探讨了成年女性读者(女性期刊读者)对以上两点的理解和反应？研究结果表明：编辑“特稿”涉及广告商产品和服务的内容有时会是有用的？根据本次研究调查过的女性读者的观点，广告商试图掌控媒体内容的做法很有可能会同时使得广告商和期刊两者的信誉度下降；编辑“特稿”和广告商的“内容审查”存在本质的不同：前者提供信息，而后者阻碍信息的传播？
Introduction
“As long as you live in my house，you follow my rules.”Many rebellious teenagers have heard this mantra from parents for generations.In some instances，the statement may lead to running away from home.But in most cases the grumbling teen likely complies.Why Teens need money？Parents have money and the rules.
U.S.media may also face some of the same dynamics of the parent/teen relationship when it comes to advertisers.Media need money on which to operate，advertisers have it.Of course，advertisers need the media as well，just as parents need the tax deduction，if not the headaches，their teenaged children provide.However，in this relationship，advertisers sometimes attempt to gain the upper hand by influencing media content.Advertisers influence content when they encourage the removal of“controversial”material，or refuse to buy spots in shows they feel are too controversial.This practice was exemplified by Chrysler's advertising agency when it demanded magazines alert the Chrysler Corporation in advance of any and all editorial content that may be considered provocative or offensive(Knecht，1996，A1).Another way is to request that specific things be included in media content that will present the marketers product in a noticeable way.Examples of this practice are product placements and editorial mentions of the product within editorial content.
This study explores how consumers react to advertisers'attempts to influence editorial content of media.Two practices are explored：complementary editorial(magazines giving editorial mentions to advertisers'products or services)and attempts at content censorship.Specifically，the study looks at how women readers of women's magazines make sense of the two aforementioned practices.
Literature
This study is part of the body of literature dealing with the advertising-editorial relationship.This literature has covered issues such as product placements in movies and television(e.g.Ferraro and Avery，2000；DeLorme and Reid，1999)，the marketing/advertising paradigm's influence on the production of news and its subsequent impact on society(e.g.McManus，1994)，the relationship between the advertising and editorial departments of U.S.media and policy formulation regarding advertising practices that impact editorial credibility(e.g.Cameron and Haley，1992)and general pressures felt from advertisers by the editorial staffs of U.S.media(Bagdikian，1992；Hays and Reisner，1990；Howland，1989；Soley and Craig，1992).Women's magazines have been the focus of various studies.In both the academic literature and trade press，women's and trade magazines have the reputation of catering to their advertisers'demands(Walden，1991；Steinem，1990；Orenstein，1990；Lasek，1990；Potenzano，1990；Hoyt，1990；Howland，1989；Cunningham and Haley，2000).Some researchers have even debated the First Amendment implications of advertiser control over editorial content(Lau，2000；Parkinson，2001).