TV ADVERTISING AS A CONSUMER EDUCATION TOOL IN THE CURRENT ROMANIAN SOCIETY
TV ADVERTISING AS A CONSUMER EDUCATION TOOL IN THE CURRENT ROMANIAN SOCIETY

Summary/Abstract: We are born and live in a consumer society whose functional principles revolve around the economic model of demand and supply proposed by Antoine Augustin Cournot since 1838. However, as we move towards modernity, the principles that govern the referred model have taken on nuances, so that nowadays, through tools such as advertising, the determinations and the meaning of causality have reversed, so that the offer contributes, sometimes decisively, to building the demand. Taking into consideration this observation, the present research paper reveals the results of a longitudinal study based on the method of the systematic observation through which the advertising broadcast coming from ten representative Romanian television stations was monitored for three months, during three different extents of time, which were considered to be the more significant. The final results, grouped into a list of the main categories of the advertised products, allowed the formulation of a set of conclusions regarding the "desirable" profile of the Romanian consumer from the perspective of the economic entities that finance the advertising campaigns. The interpretations of the results of our exploratory approach highlight the impact of advertisements on the formation of consumer preferences and consumption habits and, implicitly, on the direction of the general evolution of Romanian society.

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