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    STUDIA EPHEMERIDES - Issue no. 2 / 2009  
         
  Article:   THE SOCIAL EFFECTS OF AN ANTI-ADVERTISING CAMPAIGN AGAINST MC DONALD’S IN ROMANIA.

Authors:  CIPRIAN-VIOREL POP. 		 
       
         
  Abstract:  In the background of the present-day effusion of studies on advertising, this paper addresses the topic of its negative counterpart, anti-advertising. It assesses, from a sociological perspective, the impact of an instance of anti-advertising, namely an anti-advertisement against Mc Donald’s in Romania, transmitted via Internet. The study was animated by the wish to provide an answer to the question of how much an anti-advertising message influences its target audience, with a particular interest in the changes of their relation to the anti-advertised fast-food restaurant.

Keywords: anti-advertising; social effects; Mc Donald’s; Hierarchy of Effects Model; cognitive, affective and behavioural; questionnaire 		 
         
     
         
         
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