Onderzoeksartikel

De houding van jongeren tegenover reclame: een onderzoek bij Vlaamse jongeren van 15 tot 20 jaar

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Abstract

The article describes the results of a study of the attitude towards advertising, among 1.406 Flemish teenagers. Respondents were aged between 15 and 19. As advertising theory states, the attitude towards an advertisement can influence the attitude consumers hold towards the advertised brand. The attitude towards advertising in general and the attitude towards a particular advertisement can influence the success an advertisement has. Advertisements that irritate, increase zapping. This study particularly looks at and compares the attitude towards television advertising and radio advertising. Respondents were asked to give their opinion on several sets of statements about attitudes towards radio and television advertising and zapping.

How to Cite:

Borremans, T., (1998) “De houding van jongeren tegenover reclame: een onderzoek bij Vlaamse jongeren van 15 tot 20 jaar”, Communicatie: tijdschrift voor communicatiewetenschap en mediacultuur 27(2), 17–43. doi: https://doi.org/10.21825/communicatie.91392