Opinion of College Students in Southern Thailand toward Advertising Language in the Mass Media.

Abstract

The purpose of this study was to find out the opinion of the southern college students toward advertising language in the mass media. The variables of the study were sex, age, education, department, and institution. The sample was obtained through multi stage sampling and comprised 451 students from Prince of Songkhla University, Srinakharinwirot University in Songkhla., Songkhla Teacher college and Surat Thani Teacher College. The statistical methods employed in this study were basic statistics, t-test, and ANOVA. The research results were as follows : 1. The majority of students were interested in advertising slogans used on television. The types of advertising found most interesting were those about movies, sports and acting. The most interesting compositions of advertising were accompanying music, sound, light. The most interesting types of advertisement was that of the unusual form. Advertising language was reported to have influence on their daily language. 2. All students in every group thought that the advertising slogans were moderately suitable. 3. Most of the students thought that language used in advertising was easy to remember, persuasive and rhyme. However, some students felt that the language used in advertising was moderately characterized by being impolite words, straight forward language and misspelling. 4. No significant difference was found among the groups with respect to students’ opinion toward language used in advertising.