How Latin American Students Perceive American Advertising

The study reported here was designed to examine the attitudes of Latin American students toward American advertising. The attitudes of 188 Latin American students were investigated, and comparisons were made with a matched sample of 193 American students. The results showed that the Latin American students' attitudes toward advertising were different from those of their American counterparts. Latin American students were more likely to have stronger attitudes, both favorable and unfavorable, toward specific social and economic dimensions of advertising. Attitudes expressed by Latin American students were not related to their length of stay in the United States.