Philippine E-Journals

Reactions of Filipino Business Students to Advocacy Advertising

Leonardo R. Garcia Jr.

 

Abstract:

Advertising is a major social and economic force in society. It influences the lives of many people like housewives, professionals, teenagers, young adults, and even kids. It is the "world's greatest teaching system" and "the greatest artistic force of the 20th century." Being so, advertising can therefore "teach" the public on steps to take regarding certain contemporary issues like family planning, drug addiction, anti-smoking, environmental protection, energy conservation, and the promotion of desirable human values. This phenomenon is popularly known as advocacy advertising.

The main objective of this study is to determine the reactions of Filipino university business students to advocacy advertising.