TY - JOUR
T1 - Attitudes to advertising
T2 - A review of British and American research
AU - O'Donohoe, Stephanie
PY - 1995
Y1 - 1995
N2 - This article compares British and American literature on public attitudes to advertising in general. Overall levels of approval are examined, as is research identifying and describing attitudinal dimensions. The review highlights the complexity and ambivalence of attitudes to advertising in both countries, and the lack of research seeking to understand rather than to measure these attitudes. Differences in attitudes also emerged between the two cultures, meriting concern at the heavy reliance on American surveys – and theories – in the general field of advertising.
AB - This article compares British and American literature on public attitudes to advertising in general. Overall levels of approval are examined, as is research identifying and describing attitudinal dimensions. The review highlights the complexity and ambivalence of attitudes to advertising in both countries, and the lack of research seeking to understand rather than to measure these attitudes. Differences in attitudes also emerged between the two cultures, meriting concern at the heavy reliance on American surveys – and theories – in the general field of advertising.
UR - http://www.scopus.com/inward/record.url?scp=84963198165&partnerID=8YFLogxK
U2 - 10.1080/02650487.1995.11104615
DO - 10.1080/02650487.1995.11104615
M3 - Article
AN - SCOPUS:84963198165
SN - 0265-0487
VL - 14
SP - 245
EP - 261
JO - International Journal of Advertising
JF - International Journal of Advertising
IS - 3
ER -