Five factors emerge from a study designed to examine attitudes about advertising. The first factor, labeled the Institutional Backers, supports advertising and denies that it is merely used to manipulate consumers. The Self-Determining Individualists seek information and use advertising in making decisions. The Angry Social Critics condemn advertising as well ass business, marketing, and consumers, and react particularly negatively to ads dealing with sexual roles. The Amused Observers, unlike the others, find little of self-importance in advertising, considering it a novelty and even incidental to consuming. Although they find little pleasure in advertisements, the Self-Reliant Copers use information from ads, but feel they make up their own minds. Discussion focuses on the motivational aspects of advertising and, methodologically, on the limitations of uni-dimensional approaches to measurement.