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The University of Tennessee, Knoxville

The Challenge of Advertising Literacy: Politics, Money and Drugs

Eric Haley, Professor of Advertising and Public RelationsCollege of Communication and Information

​This presentation pulls together insights from three areas of my research, Political Front Group Advertising, Financial Services Marketing and Prescription Drug Advertising. Each of these advertising categories has major personal and societal implications. Yet are consumers able to truly understand what they are seeing in these messages? My research focuses on how consumers make senses of the above mentioned types of messages in order to understand the meaning creation process of various types of consumers and how to empower consumers with the knowledge necessary to be “advertising literate” in these three situations. The research also focuses on the potential societal benefits and dangers of political, financial services and prescription drug advertising, offering insights and suggestions into public policy regarding the use of advertising and marketing communication in these areas.

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