earticle

영어

Advertising, one of the four major tools that companies use to direct persuasive communication to target buyers and publics, has received much attention in recent business literature and among consumers in Korea as a result of rapid economic growth. The purpose of this study is to analyze student attitudes toward advertising through the attitude test. A field survey was conducted to study the attitude of students in Daegu area toward advertising. The main results are as follows: 1. General attitudes toward advertising are positive. 2. Attitudes toward the institution of advertising are positive. 3. Attitudes toward the instrument of advertising are negative. 4. Perceived level of attention to advertising is strong. 5. Avoidance of advertising is moderate. 6. Perceived effect of advertising on purchase is strong. 7. Perceived effect of friends on purchase is strongly positive. 8. Perceived level of exposure to advertising is positively extreme.