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.