Marie Grusell 2007). Advertising? Yes Please, But Only When Its My Choice, Journal of Media Business Studies 3(4):87-101.
Key Words: audiences, advertising, media context
This article examines the Swedish population's perceptions of advertising in a media context. Preliminary findings show a complex picture of the relationship with advertising. A person is more positive to advertising when the advertising is consumed as a personal choice, rather than perceived as forced upon her. The media context and how the advertising is distributed play a role in how it is perceived. The result of this paper is based on a representative same of 1700 persons (aged 15-85) who answered a national survey in Sweden during November-December 2005.