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ERIC Number: ED097680
Record Type: RIE
Publication Date: 1974-Aug
Pages: 32
Abstractor: N/A
Reference Count: 0
The Perception of Advertising's Potential Social Effects by High and Low Authoritarian Advertising Practitioners.
Wolpin, William Mark
Twenty-three "social effect" concept statements were investigated in this study dealing with advertising's portrayal of married life; vanity, sexual, snob, and fear appeals; the use of black models in ads; product puffery--conformity to other's social lifestyles; and over-the-counter drug advertising. A questionnaire was mailed to 393 Atlanta, Georgia advertising agency executives with 112 executives returning the completed questionnaire. The responses to the 23 social effect concepts were classified by the individual's propensity for authoritarianism, and a t-test analysis was used to establish the significance between the responses of the authoritarian subgroupings. The overall mean score responses indicate that the advertising practitioner is basically neutral in his attitude toward the potential social effects of advertising. (Author/RB)
Publication Type: Speeches/Meeting Papers
Education Level: N/A
Audience: N/A
Language: N/A
Sponsor: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism (57th, San Diego, California, August 18-21, 1974)