Examining the sceptical approach in advertisement

Abstract

One of the main obstacles in front of persuasion is skepticism. In advertisement field, skepticism is defined as an attitude or inclination. In this paper, skepticism is accepted as an inclination and the factors that affect skepticism are tried to be given. Characteristic features are accepted as a factor that defines the skeptical inclination and area research had been done. In this paper, scepticism towards advertisement scale was applied to 492 people, 236 of them were academical and administrative personel and 256 of them were students. After the research, it was concluded that education level is important in skeptical approach. It was founded that advertisement audience has a skeptical manner in trusting advertisements.