Document Type

Journal Article

Department/Unit

Department of Communication Studies

Abstract

A qualitative study was conducted to investigate attitudes toward advertising by lawyer’s in Hong Kong. The study found that interviewees in general appreciated the information values of these advertisements. There were mixed views regarding the impact on the image of the lawyers brought about by advertising by lawyer’s. Some interviewees found the advertisements helpful and hence perceive that the lawyers was now more approachable and transparent. However, some interviewees found advertising by lawyer’s that use price appeal misleading. They perceived the lawyers to have become more commercialized. Interviewees expressed concern that advertising by lawyer’s encourage the seeking of litigation as a preferred way of problem solving. The study informs lawyers regarding message design and media selection in the marketing of their services in a Chinese context.

Publication Year

2012

Journal Title

Asian Journal of Business Research

Volume number

2

Issue number

2

Publisher

MAG Scholar

First Page (page number)

75

Last Page (page number)

90

Referreed

1

DOI

10.14707/ajbr.120011

ISSN (print)

11788933

Link to Publisher’s Edition

https://dx.doi.org/10.14707/ajbr.120011

Keywords

advertising by lawyer’s/attorney’s, cultural values, legal services, qualitative method

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