THE SOCIAL EFFECTS OF AN ANTI-ADVERTISING CAMPAIGN AGAINST MC DONALD’S IN ROMANIA
THE SOCIAL EFFECTS OF AN ANTI-ADVERTISING CAMPAIGN AGAINST MC DONALD’S IN ROMANIA

Summary/Abstract: In the background of the present-day effusion of studies on advertising, this paper addresses the topic of its negative counterpart, anti-advertising. It assesses, from a sociological perspective, the impact of an instance of anti-advertising, namely an anti-advertisement against Mc Donald’s in Romania, transmitted via Internet. The study was animated by the wish to provide an answer to the question of how much an anti-advertising message influences its target audience, with a particular interest in the changes of their relation to the anti-advertised fast-food restaurant.

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