This article empirically explores the relationship between the general attitude
towards advertising and the attitude towards advertising in specific media:
television and print. Our results support the proposition that attitude towards
advertising in general (AG) is an abstract level construct while
attitude towards television advertising (ATV) and attitude towards
print advertising (APRINT) are experience-based constructs in the
consumer's structure of attitudes towards advertising. We found a significantly
negative reciprocal relationship between ATV and APRINT, a
significantly positive reciprocal relationship between ATV and
AG, and a non-significant relationship between APRINT
and AG. Macro level belief factors like `good for the economy' and
`materialism' are related positively and negatively to AG,
respectively. The personal experience belief factor of `product information' is
positively related to APRINT while personal experience belief factors
like `hedonic' and `falsity/no sense' are related positively, and `social image'
is related negatively, to ATV. Implications for future research and
advertising practices are discussed.
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