Attitudes toward Specific Advertising Media (AM): Informative or Manipulative?

Abstract

Attitudes toward advertising in general (A G ) is a concept which often raises ethical, social and cultural concerns, and yet in the context of specific media, consumers are often more positive, and find advertising entertaining, thought-provoking, amusing and informative. This paper focuses on attitudes toward advertising in three specific media (A M ) (print, television and online advertising) and aims to provide input into the design decisions of an advertising campaign. The survey is based on a sample of 425 Malaysian and international tourists, and one key finding is the positive view that respondents have about advertising in print, online and on television. In terms of attitudes to print advertising, social role and image makes the strongest unique contribution to A P ; for television advertising product information makes the strongest unique contribution to explaining attitudes to A TV ; and in terms of online advertising, hedonic pleasure makes the strongest unique contribution to explaining attitudes to A O.

Effects of Beliefs and Concerns on User Attitudes toward Online Social Network Advertising and Their Ad Clicking Behavior

“…Perceived entertainment has a positive effect on consumer attitudes toward advertising [16,31,33]. Some past studies [34][35][36] identified that consumers perceive advertising helpful in improving their social roles and image. Advertising often presents the imaginary situation showing how consumer will feel and look after using the advertised brand.…”

“…Personal utility beliefs explain how an individual perceives the advertising at personal level. At personal level consumers perceive advertising as informative, entertaining and helpful in improving social role and image [27,35,36,50]. Socioeconomic beliefs explain consumers' macro perceptions of advertising.…”

Like It or Not: Issue of Credibility in Facebook Advertising

“…Furthermore, the idea of executing a content that is current and entertaining could get consumers to interact electronically in an effective way. This powerful attribute can be seen as a future of advertising and may become more figurative in consumers' minds than television advertising as a marketing stimulus that stands out relative to others in their environment (Yaakop & Hemsley-Brown, 2011).…”

Análise de Denúncias na Publicidade Comercial e a Busca pelo Bem Estar do Consumidor

“…Esse modelo servia até a disseminação da Internet e sua conseqüente relação com mobilidade urbana. Esse ambiente não prevê facilidade para a gestão das privacidades, mas sabe-se que, nesse contexto, os consumidores são muitas vezes mais positivos e encontram publicidade divertida, provocadora, divertida e informativa (Yaakop & Hemsley-Brown, 2014). Para alguns autores, esse ambiente divertido torna-se uma ameaça para o bem-estar dos consumidores, principalmente, no que se refere a hábitos alimentares.…”