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...
