ABSTRACTThis research examines the evaluation of legal television advertisements and the lawyers or law firms represented by these advertisements. Three hypotheses are tested concerning the evaluation of the ads relative to a lawyer's professionalism and personal demeanor, likelihood of choosing a law firm based on a portrayal of desirable characteristics and the varying ability of the ad to attract the consumer depending on whether one is a plaintiff or defendant. Results indicate that ads perceived with more professionalism are evaluated more favorably. Differences in evaluations by potential plaintiffs and defendants were only marginally supported.