The Role of Professional Advertising Associations in Russia

Abstract

In four separate studies from May 1991 to July 1994, the author audiotaped interviews with business and industry advertising professionals, academicians and government in what is now Russia. Symbolic interactionism was the theoretical basis for analysis of the audiotapes. The analysis identified two key themes related to professional advertising associations: (1) lack of advertising industry regulation, and (2) a need for social responsibility in advertising. Findings suggest that the formation of advertising associations in Russia represents an interaction between social, economic and legislative realities in a semi-unregulated advertising industry.