In One Ear And In The Other

This research used both quantitative and qualitativemethodologies to explore the possible effects andfunctions that advertising may perform in developingindividuals'' attitudes. Using the ElaborationLikelihood Model (Petty & Cacioppo, 1984) andCultivation Theory (Gerbner, 1979), advertising isviewed as a frequently repeated, consistent set ofmessages that reinforce consumer ideas and values.The net effect of advertising is examined throughfocus group discussion of high-media/high-materialistindividuals. Results of the study show four themesemerging from advertising (advertisements as anentrance to participation in culture, advertisementsas a landscape, advertisements as validation andlegitimacy, and advertisements as needgenerators).Discussion of these themes is presented, as well asavenues of further research in the net effect.... Mehr