Advertising and the Consumer.

In this article the author examines the notion that consumers are sovereign and that they filter and control the input of persuasive material that they receive through mass media. This assumption holds that consumers are beyond the manipulation of persuaders and that in order for advertising to be effective it must adapt itself to the consumer. The author also sets forth suggestions for promoting social responsibility in advertising. The author's research suggests that in order to produce effective advertising agencies must understand consumer dispositions, their buying patterns and their consumption practices.