ERIC Number: ED117730
Record Type: RIE
Publication Date: 1974
Reference Count: 0
The Social Effects of Advertising as Perceived by Advertising Executives, Businessmen, and the General Public.
Surlin, Stuart H.
This study attempts to compare the perceptions and self-reported behavior of high, middle, and low authoritarian advertising executives, business executives, and members of the general public concerning the social effects of advertising. For the advertising sample, a total of 393 men and women were selected according to their executive positions in advertising agencies in Atlanta. The questionnaires used for this study and the methods of statistical analysis are described. The findings of the study are examined in terms of the three groups of subjects in four ways: perception of advertising social effects, perceived advertiser behavior, advertising executive self-reported behavior, and biodata differences by area of specialty subgroups. The analysis of the data is described and among the conclusions were that business executives are most critical of advertising's social effects as well as advertiser behavior; and advertising executives, business executives, and the general public express a great deal of awareness concerning the potential negative social effects that advertising can precipitate. The appendix includes 15 mean score comparisons as well as copies of the questionnaires. (TS)
Publication Type: Reports - Research
Education Level: N/A
Sponsor: Georgia Univ., Athens. Office of General Research.
Authoring Institution: N/A