Abstract
This paper examines the changes in urban Chinese consumer attitudes to advertisements during the period of transition to a market economy, based on a survey of consumers. The results show that present urban consumers are more interested in advertisements of consumer goods than social issues and political affairs. The reason for consumer's interest in advertisements is to acquire information tomake purchases.
When advertising first started the attitude of the average consumer was confusion because they were unfamiliar with it. Later they came to appreciate and rely on advertising for information about consumer goods but as advertising exploded, consumers have become distrustful and have developed a cynical attitude about advertisements. This phenomenon is stronger in large Chinese cities.
