Determinants and antecedents of general attitudes towards advertising - A study of two EU accession countries

Purpose - The purpose of this paper is to explore the relationships between determinants and primary antecedents of advertising and attitudes to advertising in the context of European Union accession countries.

Originality/value - The paper is a result of an original research that has extended theoretical concepts and compared their applicability to comparable EU accession contexts. Its findings suggest that advertising should be adapted to the personal uses and attitudes to advertising in the researched contexts by putting more emphasis on image building in order to increase its persuasive power and raise public trust in the institution and instruments of advertising.