KOREASCHOLAR

Attitudes toward advertising as an institution remain an important research topic in developing countries. Even in the West, the issue is currently being revisited to update for various online media contexts. This paper examines attitudes toward advertising among college students in Egypt. There was little difference in attitudes depending on whether they were thinking of traditional TV advertising or advertising on social media, although they use SM much more frequently. Generally the respondents agreed with a range of issues related to the beneficial aspects of advertising, and only slightly agreed or were roughly neutral on most issues related to detrimental effects. There is strong support for laws about ‘truth-in-advertising’ and legal responsibility for claims, but only weak support for direct government control of advertising.

ABSTRACT
 Introduction
 Data and methodology
 Results
 Positive dimensions
 Negative dimensions
 Regulation
 Conclusion
 References

• Mohsen Bagnied(American University of Kuwait, Kuwait)
• Mark Speece(American University of Kuwait, Kuwait)
• Ibrahim Hegazy(American University in Cairo, Egypt)