Perceptions of Advertising in the Newly Independent States: Kazakhstan Students' Beliefs about Advertising

Abstract

This study attempts to answer Andrews' (1991) question, do perceptions of advertising in general vary cross-culturally? Eighty-two undergraduate students from the former Soviet Union republic of Kazakstan were questioned about their beliefs about advertising. The analysis revealed predominantly negative feelings toward advertising in general. Findings indicate unfamiliarity or general distrust of advertising and uncertainty about the role and potential of advertising to improve the quality of life in the country. A discussion about advertising in Kazakstan's emerging capitalist economy is also included. (Contains 29 references and 2 tables of data.) (Author/RS) Reproductions supplied by EDRS are the best that can be made from the original document. Perceptions of Advertising in the Newly Independent States: Kazakstani Students' Beliefs About Advertising Jami A. Fullerton, Ph.D. (University of North Texas) Assistant Professor of Advertising School of Journalism and Broadcasting Oklahoma State University 206 Paul Miller Building Stillwater, Oklahoma 74078 ph. 405/744 6848 fax: 405 / 744-7104 e-mail: jamia@okstate.edu Tom Weir, Ph.D. (University of Missouri) Assistant Professor of Advertising School of Journalism and Broadcasting Oklahoma State University 206 Paul Miller Building Stillwater, Oklahoma 74078 e-mail: tweir@okstate.edu PERMISSION TO REPRODUCE AND DISSEMINATE THIS MATERIAL HAS BEEN GRANTED BY A. Fultelion T. v411 TO THE EDUCATIONAL RESOURCES INFORMATION CENTER (ERIC) March 2001