Understanding Society, Culture, and Television

By Paul Monaco | Go to book overview
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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.


NOTES
1.
The Economist, January 25, 1992.
2.
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.
3.
Quoted in John Garvey, "Commercials," Commonweal, February 10, 1995.

-85-

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