In One Ear And In The Other

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 needgenerators).§Discussion of these themes is presented, as well as§avenues of further research in the net effect. 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 needgenerators).§Discussion of these themes is presented, as well as§avenues of further research in the net effect.