Consumer Perceptions of Advertising Clutter and its Impact Across Various Media

This study - comprising a postal survey among 946 Americans - considers consumer perceptions of advertising clutter.

Consumer Perceptions of Advertising Clutter and its Impact Across Various Media

Paul Surgi Speck and Michael T. Elliott

The public's attitude towards advertising has turned more negative in recent decades (Zanot, 1984). The reasons cited include the rise of consumerism, perceived deception, offensive stereotypes, and an increasing amount of advertising. The overall le1995; 1995). The sixtieth anniversary issue of lists 'commercial clutter' as one of six issues that 'should take center stage on the national agenda' 1996). Advertising clutter may also reduce the effectiveness of individual ads and advertising in specific media.