<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0122-8285</journal-id>
<journal-title><![CDATA[Palabra Clave]]></journal-title>
<abbrev-journal-title><![CDATA[Palabra Clave]]></abbrev-journal-title>
<issn>0122-8285</issn>
<publisher>
<publisher-name><![CDATA[Universidad de La Sabana]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0122-82852017000200444</article-id>
<article-id pub-id-type="doi">10.5294/pacla.2017.20.2.7</article-id>
<title-group>
<article-title xml:lang="pt"><![CDATA[Atitudes dos jovens portugueses face à publicidade contemporânea: uma análise das caraterísticas e dos efeitos do fenómeno publicitário]]></article-title>
<article-title xml:lang="es"><![CDATA[Actitudes de los jóvenes portugueses frente a la publicidad contemporánea: un análisis de las características y los efectos del fenómeno publicitario]]></article-title>
<article-title xml:lang="en"><![CDATA[Attitude of Portuguese Youth towards Contemporary Advertising: An Analysis of the Characteristics and Effects of the Advertising Phenomenon]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Ribeiro Cardoso]]></surname>
<given-names><![CDATA[Paulo]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Lucas Freitas]]></surname>
<given-names><![CDATA[Elsa Simões]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Pereira Lopes]]></surname>
<given-names><![CDATA[Clara]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidade Fernando Pessoa  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Portugal</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidade Fernando Pessoa  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Portugal</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidade Fernando Pessoa  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Portugal</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>04</month>
<year>2017</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>04</month>
<year>2017</year>
</pub-date>
<volume>20</volume>
<numero>2</numero>
<fpage>444</fpage>
<lpage>472</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S0122-82852017000200444&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S0122-82852017000200444&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S0122-82852017000200444&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo Frequentemente, as pessoas manifestam sentimentos ambivalentes relativamente à influência e ao impacto que a publicidade detém na nossa sociedade contemporânea. Neste estudo, de carácter quantitativo, pretende-se analisar a atitude dos públicos face à publicidade, partindo do modelo proposto por Pollay e Mittal (1993), utilizando uma amostra de 210 jovens portugueses. Verificamos que, em geral, os participantes têm uma atitude positiva quanto à publicidade. Os resultados mostram que, em geral, eles consideram que a publicidade transmite informação sobre os produtos e que, simultaneamente, é uma fonte de entretenimento para os consumidores. Em termos socioeconómicos, salientam-se as convicções de que a publicidade é positiva para o desenvolvimento da economia, mas que, por outro lado, pode ser prejudicial para a sociedade, nomeadamente na corrupção de valores, no estímulo ao materialismo e na transmissão de mensagens enganosas. A partir de uma regressão linear, verifica-se que é possível predizer a atitude perante a publicidade por meio de quatro fatores: o papel informativo da publicidade, o seu papel hedónico, os benefícios da publicidade para a economia e a corrupção de valores por parte da publicidade. Constata-se também que a atitude face à publicidade tem impacto na decisão de compra.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Frecuentemente, las personas manifiestan sentimientos ambivalentes en relación con la influencia y el impacto que la publicidad tiene en nuestra sociedad contemporánea. En este estudio, de carácter cuantitativo, se pretende analizar la actitud de los públicos frente a la publicidad, partiendo del modelo propuesto por Pollay y Mittal (1993), utilizando una muestra de 210 jóvenes portugueses. Verificamos que, por lo general, los participantes tienen una actitud positiva hacia la publicidad. Los resultados muestran que, en general, ellos consideran que la publicidad transmite información sobre los productos y que, a la vez, es una fuente de entretenimiento para los consumidores. En términos socioeconómicos, se destacan las convicciones de que la publicidad es positiva para el desarrollo de la economía, pero que, por otro lado, puede ser perjudicial para la sociedad, nombrada en la corrupción de valores, en el estímulo al materialismo y en la transmisión de mensajes engañosos. A partir de una regresión linear, se puede verificar que es posible predecir la actitud ante la publicidad por medio de cuatro factores: el papel informativo de la publicidad, o su papel hedónico, los beneficios de la publicidad para la economía y la corrupción de valores por parte de la publicidad. También se constata que la actitud frente a la publicidad tiene impacto en la decisión de compra.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract People often express ambivalent feelings about the influence and impact of advertising on our contemporary society. In this quantitative study, we aim to analyze the audience&#8217;s attitude towards advertising, based on the model proposed by Pollay e Mittal (1993), using a sample of 210 Portuguese young men and women. We verified that, in general terms, participants have a positive attitude regarding publicity. Results show that they generally believe that advertising conveys information about products and that at the same time it is a source of entertainment for consumers. In socio-economic terms, there is a strong belief that advertising is positive for the development of the economy but that, on the other hand, it can be detrimental to society, particularly in the corruption of values, the encouragement of materialism and the transmission of misleading messages. Based on a linear regression, we find that it is possible to predict the attitude towards advertising through four factors: the informative role of advertising, its hedonic role, the benefits of advertising for the economy and the corruption of values by advertising. We also find that the attitude towards advertising has an impact on the purchase decision.]]></p></abstract>
<kwd-group>
<kwd lng="pt"><![CDATA[Atitude face à publicidade]]></kwd>
<kwd lng="pt"><![CDATA[consumidores]]></kwd>
<kwd lng="pt"><![CDATA[fatores socioeconómicos da publicidade]]></kwd>
<kwd lng="pt"><![CDATA[mensagem publicitária]]></kwd>
<kwd lng="es"><![CDATA[Actitud frente a la publicidad]]></kwd>
<kwd lng="es"><![CDATA[consumidores]]></kwd>
<kwd lng="es"><![CDATA[factores socioeconómicos de la publicidad]]></kwd>
<kwd lng="es"><![CDATA[mensaje publicitario]]></kwd>
<kwd lng="en"><![CDATA[Attitude towards advertising]]></kwd>
<kwd lng="en"><![CDATA[consumers]]></kwd>
<kwd lng="en"><![CDATA[socio-economic factors of advertising]]></kwd>
<kwd lng="en"><![CDATA[advertising message]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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