Wiethoff, Brent Andrew2008-04-222011-08-242008-04-222011-08-242008-04-22November 2http://hdl.handle.net/10106/698This 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.ENM.A.