ERIC Number: ED157080
Record Type: RIE
Publication Date: 1976
Reference Count: 0
Perceptions of the Advertising Man as Held by Future Practitioners and Their Neighbors.
Maddox, Lynda; Zanot, Eric J.
Advertising and the advertising person have long been the subjects of criticism that has been prompted and reinforced by consumerism and mass media. A survey, conducted to determine present attitudes toward the advertising person, involved 70 advertising majors and an equal number of other college undergraduates; all completed questionnaires assigning certain personality traits to advertising persons. Results indicated that the traits most associated with advertising persons are "original" and "creative," and that most of the subjects considered such persons to be bright, energetic, extroverted, trendsetters, and interested in ideas. However, a negative note was indicated by the fact that a large percentage of both groups considered advertising persons to be glib, superficial, aggressive, neurotic, opportunistic, and heavy drinkers. Negative opinions among advertising majors tended to increase with training, reflecting educators' concern that the single most important problem in teaching advertising in the university is the perceived disreputability of the profession. (DF)
Publication Type: Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Identifiers: Advertising Personnel
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism (59th, College Park, Maryland, July 31-August 4, 1976)