In One Ear And In The Other: The Net Effect Of Advertising Frequency

This research used both quantitative and qualitative methodologies to explore the possible effects and functions that advertising may perform in developing individuals' attitudes. Using the Elaboration Likelihood Model (Petty & Cacioppo, 1984) and Cultivation Theory (Gerbner, 1979), advertising is viewed as a frequently repeated, consistent set of messages that reinforce consumer ideas and values. The net effect of advertising is examined through focus group discussion of high-media/high-materialist individuals. Results of the study show four themes emerging from advertising (advertisements as an entrance to participation in culture, advertisements as a landscape, advertisements as validation and legitimacy, and advertisements as need-generators). Discussion of these themes is presented, as well as avenues of further research in the net effect.