This paper explores the attitudes that students have towards advertising. It is a replication of a study by Beard in 2003 and utilises the same questionnaire to examine ethical, economic, social and regulatory concerns across a sample of students in a UK university. The results indicate that the views of students are generally negative, as has been found in earlier research. Consumer empowerment has not led to a more positive perception of advertising. There is a strong call for more truthful and realistic advertising and a growing concern that advertising is manipulating people and more regulation is needed.
|Number of pages||12|
|Publication status||Published - 2 Jul 2016|
|Event||15th International Conference on Research in Advertising (ICORIA) 2016 - Ljubljana, Slovenia|
Duration: 30 Jun 2016 → 2 Jul 2016
|Conference||15th International Conference on Research in Advertising (ICORIA) 2016|
|Period||30/06/16 → 2/07/16|
Mortimer, K., & Laurie, S. (2016). Students' attitude towards advertising in the new digital environment. 1-12. Paper presented at 15th International Conference on Research in Advertising (ICORIA) 2016, Ljubljana, Slovenia.