When companies release marketing materials aimed at promoting their privacy practices or highlighting specific privacy features, what do they actually communicate to consumers? In this paper, we explore the impact of privacy marketing on: (1) consumers' attitudes toward the organizations providing the campaigns, (2) overall privacy awareness, and (3) the actionability of suggested privacy advice. To this end, we investigated the impact of four privacy advertising videos and one privacy game published by five different technology companies. We conducted 24 semi-structured interviews with participants randomly assigned to view one or two of the videos or play the game. Our findings suggest that awareness of privacy features can contribute to positive perceptions of a company or its products. The ads we tested were more successful in communicating the advertised privacy features than the game we tested. We observed that advertising a single privacy feature using a single metaphor in a short ad increased awareness of the advertised feature. The game failed to communicate privacy features or motivate study participants to use the features. Our results also suggest that privacy campaigns can be useful for raising awareness about privacy features and improving brand image, but may not be the most effective way to teach viewers how to use privacy features.

翻译：当公司发布旨在推广其隐私实践或突出特定隐私功能的营销材料时，它们实际上向消费者传递了什么信息？本文探讨了隐私营销对以下方面的影响：(1) 消费者对提供广告活动的组织的态度，(2) 整体隐私意识，以及 (3) 所建议隐私建议的可操作性。为此，我们调查了五家不同科技公司发布的四条隐私广告视频和一款隐私游戏的影响。我们对随机分配观看其中一条或两条视频或玩该游戏的参与者进行了24次半结构化访谈。我们的研究结果表明，对隐私功能的了解有助于提升对公司或其产品的积极看法。我们测试的广告在传达所宣传的隐私功能方面比我们测试的游戏更为成功。我们观察到，在短广告中使用单一隐喻来宣传单一隐私功能，提高了对所宣传功能的认知度。该游戏未能有效传达隐私功能或激励研究参与者使用这些功能。我们的结果还表明，隐私宣传活动对于提高隐私功能意识和改善品牌形象可能是有用的，但可能不是教导观众如何使用隐私功能的最有效方式。