Black consumer's attitudes towards Advertising

Abstract

Questionnaire responses of a group of semi-literate and illiterate Blacks were analysed in order to establish the nature of attitudes towards various aspects of advertising. Feelings on the necessity for advertising, its credibility, effectiveness, impact and the nature of the advertising media were investigated. Significant attitudes were established and contrasting views could partly be ascribed to the composition of the experimental group.

Opsomming
Vraelysresponse van 'n groep halfgeletterde en ongeletterde Swartmense is ontleed met die doel om enkele gesindhede ten opsigte van advertensies te bepaal. Die nodigheid, geloofwaardigheid, doeltreffendheid en trefkrag van advertensies asook die aard van advertensiemedia is ondersoek. Betekenisvolle gesindhede kon vasgestel word en afwykings kon gedeeltelik toegeskryf word aan die samestelling van die groep wat ondersoek is.