Master's Theses


Economics, Finance, & Accounting

Degree Name

Master of Science (MS)


It is the purpose of this thesis to study the effects of advertising on the consumer, to identify the positive and negative effects of consumer advertising, and to ascertain if any possible revisions and adjustments should be made in our present advertising system. Chapter II discusses the general factors concerning advertising today. Included in this chapter is a brief history of how advertising developed to its level of maturity today. Also discussed is the economic importance of advertising, the scope and vitality of advertising, and the major medias used today. Chapter II I is concerned with the positive effects of consumer advertising such as its stabilizing effect and its effect on monopoly, competition, prices and profits. Also included in this chapter is advertising's effect on cost of goods and product improvement. Chapter IV discusses the negative effects of consumer advertising. The two major areas of concern are health quackery and the waste that consumer advertising is creating. Chapter V presents a summary of the future of consumer advertising and the problem areas to be dealt with. Included in this chapter is the growth of advertising and the indispensable role that it plays in our economy.


Dr. Milburn Little

Date of Award

Spring 1968

Document Type

Thesis - campus only access


© 1968 Richard R. Lebsack


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