An Industry View of the Nature and Use of Fine Print in Television Advertising: a Re-analysis of the Muehling and Kolbe (1997) Data

There is fine china, fine linens, fine crystal, fine wine, a fine line, and, of course, fine print. In the case of china, linens, crystal, and wine, the modifier, fine, connotes high quality. In the case of a fine line, the reference pertains to the closeness of the distinction being made. However, in the case of fine print, the reference pertains to the specific details related to the more general statements or claims that marketers make in communications designed to encourage members of the target market to engage in a transaction with the firm. In the case of text-based communications, fine print also refers to the size of the font used to convey such information.