Students' attitude towards advertising in the new digital environment

Kathleen Mortimer; Sally Laurie

Students' attitude towards advertising in the new digital environment

Kathleen Mortimer
, Sally Laurie

Research output: Contribution to Conference › Paper

Abstract

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.

Original language	English
Pages	1-12
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 http://www.europeanadvertisingacademy.org/wp/wp-content/uploads/2016/06/ICORIA-2016-programme-final.pdf

Conference

Conference	15th International Conference on Research in Advertising (ICORIA) 2016
Country/Territory	Slovenia
City	Ljubljana
Period	30/06/16 → 2/07/16
Internet address	http://www.europeanadvertisingacademy.org/wp/wp-content/uploads/2016/06/ICORIA-2016-programme-final.pdf

Keywords

Students
attitudes
digital
advertising

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Mortimer_Kathleen_2016_Students'_attitude_towards_advertising_in_the_new_digital_environmentFinal published version, 475 KB

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Students' attitude towards advertising in the new digital environment

Abstract

Conference

Keywords

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Cite this