Award Date

1-1-1997

Degree Type

Thesis

Degree Name

Master of Arts (MA)

Department

Communication Studies

Number of Pages

79

Abstract

This study examined the effect of attorney television advertising on jurors. Southern Nevada jurors who had served on personal injury and malpractice trials were sent survey questionnaires designed to elicit juror attitudes about attorneys and attorney advertising. The response rate was 53.3%; The major finding was that although respondents generally do not like lawyer television advertising, it does not affect their trial verdicts unless jurors are actually confronted with a plaintiff's lawyer who advertises on television; then, jurors tend to vote for the defense. There is strong sentiment that the law should be changed to limit jury awards. Advertising lawyers become the focus of this perception and therefore jurors tend to vote against the plaintiff in these trials, voting their perceived economic self-interest. Jurors who have more positive opinions of lawyers in general and those in current working relationships with lawyers also have more positive opinions about legal service advertising.

Keywords

Advertising; Attorney; Effects; Juror; Perceptions; Verdicts

Controlled Subject

Mass media; Law

File Format

pdf

File Size

1484.8 KB

Degree Grantor

University of Nevada, Las Vegas

Language

English

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