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ERIC Number: ED361808
Record Type: Non-Journal
Publication Date: 1993-Aug
Pages: 18
Abstractor: N/A
Reference Count: N/A
Generation X and Objectionable Advertising: A Q-Sort of Senior Advertising Students' Attitudes toward Objectionable Advertising.
Yssel, Johan C.; And Others
A study investigated what a group of 29 senior advertising students, part of "Generation X," at a midwestern university found "objectionable" in 35 selected contemporary magazine advertising executions. Using a Q-sort, students ranked the advertisements and completed a personal interview. The majority of the advertisements that students found "objectionable" featured nudity and explicit sexual suggestiveness. The Q-study concurs with related research in the field. It supports the finding that the use of nudity and sexual suggestiveness in advertising involves risk for the advertiser. Most, if not all, of the advertisements were targeted toward Generation X. Yet, members of this group found the advertisements to be objectionable, which raises the point: how much, or how little, is known about this consumer segment. (Two tables of data and 21 notes are included; an appendix presenting descriptions of and data related to each of the 35 advertisements is attached.) (RS)
Publication Type: Speeches/Meeting Papers; Reports - Research
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A