In One Ear And In The Other: The Net Effect Of Advertising Frequency
| dc.contributor | Wiethoff, Brent Andrew | en_US |
| dc.date.accessioned | 2008-04-22T02:41:23Z | |
| dc.date.accessioned | 2011-08-24T21:41:16Z | |
| dc.date.available | 2008-04-22T02:41:23Z | |
| dc.date.available | 2011-08-24T21:41:16Z | |
| dc.date.issued | 2008-04-22T02:41:23Z | |
| dc.date.submitted | November 2007 | en_US |
| dc.description.abstract | 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. | en_US |
| dc.identifier.uri | http://hdl.handle.net/10106/698 | |
| dc.language.iso | EN | en_US |
| dc.publisher | Communication | en_US |
| dc.title | In One Ear And In The Other: The Net Effect Of Advertising Frequency | en_US |
| dc.type | M.A. | en_US |