out that it must mean that in nearly all of those 16,000 instances people
are looking right through or beyond the message being sent their way.
There can be no other conclusion than that individuals are selective and
critical, exercise their reason and use their judgment, and that each of us
responds to ads on the basis of perceived self-interest.
The Economist, January 25, 1992.
William J. McGuire, "The Myth of Massive Media Impact: Savagings and
Salvagings," in George Comstock, ed., Public Communication and Behavior
( Orlando: Academic Press, 1986), pp. 173-257. See also, Nina Lentini, "Stop
Wasting Money Researcher Tells TV Advertisers," Adweek, April 17, 1989, pp. 40, 41.
John Garvey, "Commercials," Commonweal, February 10, 1995.
Questia, a part of Gale, Cengage Learning. www.questia.com
Book title: Understanding Society, Culture, and Television.
Contributors: Paul Monaco - Author.
Publisher: Praeger Publishers.
Place of publication: Westport, CT.
Publication year: 1998.
Page number: 85.
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