Advertising - many love it, but many think it is to much / European survey on people's attitude to advertising
2.10.2003, 13:37
Nuremberg 2. 10. 2003 (PROTEXT/ots) - "Too many and tooboring" is what the majority of Europeans think of theadvertisements that surround them every day. The Spanish feeloverwhelmed by the flood of advertising, while Brits feel leastbothered by it. People in Italy, the Czech Republic and Slovakiaare the most sceptical when it comes to advertisements. Theseare the findings of a survey carried out by GfK Marktforschungin 21 European countries.
Many Western, Central and Eastern Europeans all agree thatthey are exposed to far too much advertising and that most of itis not even entertaining. In Spain, as much as 92 per cent ofthe population complains about there being too much advertising,closely followed by Russia and Italy where 85 per cent feelbothered by advertising. Although around 60 per cent believe thatthere is too much advertising in Austria, Finland, the UK andSlovenia, people in these countries are less critical than inSpain, Russia and Italy. In the UK and Romania, almost 12 percent would even like to see more advertising. What people in allcountries agree about is that if advertisements are entertaining,they are less likely to feel bothered by them.
Attitude to advertising in Europe1) Country
Too much
Ads are
Ads are
entertaining
informative Austria
61.8
58.6
81.1 Belgium
74.2
54.9
81.2 Denmark
73.8
51.7
79.2 Finland
58.6
57.8
88.1 France
79.6
57.8
59.4 Germany
78.2
30.5
53.6 UK
54.1
72.7
74.1 Greece
82.5
62.1
66.7 Italy
84.7
28.8
33.5 Portugal
66.4
70.0
76.8 Spain
91.7
46.2
50.7 Sweden
74.4
52.7
69.6 Switzerland
68.0
55.7
69.1 Bulgaria
60.2
61.9
76.1 Croatia
61.3
56.7
75.6 Czech Republic
72.0
23.5
45.8 Poland
80.9
67.0
72.4 Romania
61.5
62.9
81.1 Russia
85.2
35.7
61.0 Slovak Republic
65.4
31.6
45.1 Slovenia
57.2
70.9
86.5 1) In per cent
Source: GfK Marktforschung 2003
Advertising works
The advertising industry uses luxury, glamour and beautifulpeople to make consumers buy products. In Sweden 91 per cent ofthe population believes that advertising works, as does 89 percent in Greece and 87 per cent in Spain. With a share of justover 50 per cent, Italians and Russians are the more scepticalEuropeans, closely followed by the Czechs, with 42 per cent, whenit comes to believing that the pretend world presented in an adwill make people buy products they do not really need. InGermany around 63 per cent of people will buy a product becauseof an ad. ots Original Text Service: GfK Internet:http://www.presseportal.de More information: Dr. UlrikeSchöneberg, Fon +49-911-395-2645, ulrike.schoeneberg@gfk.de
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