Study: Canadian expectations of advertising
By Adnews Staff
Advertising Standards Canada of Toronto has released the results of a study into Canadian expectations of advertising compared to American expectations. According to the study, 52% of Canadians agree that advertising shapes society compared with 36% of Americans. Eighty-six percent of Canadians said it was very important to have standards for advertising compared with 64% of Americans. Seventy-two percent of Canadians said that advertising is very or somewhat truthful compared with 84% of Americans, while 30% of Canadians said that political advertising is very or somewhat truthful compared with 44% of Americans. The study was conducted by The Gandalf Group. "Canadians are more likely than Americans to want standards for advertising," said David Herle of The Gandalf Group. "The research shows a different cultural mindset in Canada, with a more strongly held view that advertising shapes society, as well as a greater belief in the need for standards around such activity."