Date of Award


Document Type


Degree Name

Master of Arts (MA)



First Advisor

Dr. Michael Sherer


This study explored the commonly accepted estimate that the average consumer is exposed to about 1500 advertisements a day. Through single-subject, naturalistic observation, the researcher quantified the number of advertisements a subject was consciously exposed to over a seven-day period. In addition, this study recorded the day of the week, time of day, media source and product or service of each advertising exposure. This study found that this subject was consciously aware of being exposed to 690 advertisements during the weeklong study — an average of 98.5 exposures a day. The study also revealed that exposure to advertising could occur nearly anytime or anyplace, but for this subject, exposure was virtually assured whenever media was consumed. Finally, this study showed that, without a large, national, longitudinal study, accurate generalizations concerning advertising exposure are not possible.


A Thesis Presented to the College of Communication, Fine Arts and Media and the Faculty of the Graduate College University of Nebraska In Partial Fulfillment of the Requirements for the Degree Master of Arts in Communication University of Nebraska Omaha. Copyright Mark Blackwell May, 2007