Date of Award
Master of Arts (MA)
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.
Blackwell, Mark, "Branded, Bombarded and Besieged: Advertising Exposure and the "Average" Consumer" (2007). Student Work. 1846.