Abstract
The study reported here does not address the image of the legal profession. We do not purport to defend or condemn advertising. Rather, we look first to the decision by Justice Blackmun in Bates v. Arizona State Barand other sources to determine the real objective of lawyer advertising. We then conducted a study to determine if those objectives are met. The objectives identified were to attract clients for new and small law firms and to attract the kinds of clients who have not historically used the services of attorneys. Based on other studies, we determined that these clients have low incomes, have low levels of education, are not Caucasian and have not used an attorney's services before. A survey of more than 1500 subjects produced data that shows attorney advertising does meet the objectives identified by Justice Blackmun.
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