Graduation Semester and Year

2007

Language

English

Document Type

Thesis

Degree Name

Master of Arts in Communications

Department

Communication

First Advisor

Andrew Clark

Abstract

This research used both quantitative and qualitative methodologies to explore the possible effects and functions that advertising may perform in developing individuals' attitudes. Using the Elaboration Likelihood Model (Petty & Cacioppo, 1984) and Cultivation Theory (Gerbner, 1979), advertising is viewed as a frequently repeated, consistent set of messages that reinforce consumer ideas and values. The net effect of advertising is examined through focus group discussion of high-media/high-materialist individuals. Results of the study show four themes emerging from advertising (advertisements as an entrance to participation in culture, advertisements as a landscape, advertisements as validation and legitimacy, and advertisements as need-generators). Discussion of these themes is presented, as well as avenues of further research in the net effect.

Disciplines

Communication | Social and Behavioral Sciences

Comments

Degree granted by The University of Texas at Arlington

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Communication Commons

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