Social uses of advertising: an example of young male adults

Vince Mitchell, Jonathan E. Macklin and Jez Paxman

This study identifies social uses of advertising by young male adults who have been brought up in a mass media-driven society, which makes them more advertising literate.

Social uses of advertising: an example of young male adults

Vince Mitchell and Jonathan E. MacklinCass Business School

Jez PaxmanSledge Limited

INTRODUCTION

In the US, researchers have estimated that, by 18 years of age, the average consumer will have viewed approximately 350,000 advertisements (Brierley 1995) and, with advertisers wanting maximal exposure and continued repetition, this means that adverts are 'the most widely shared experience in our culture' (Wright & Snow 1980, p. 326). Yet, the share of advertising as a percentage of total economic activity in the UK fell from 2.04% in 2000 to 1.89% in...

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