No file available
To read the file of this research,
you can request a copy directly from the authors.
Consumers Attitude Towards Controversial Television Commercials and Its Impact on Purchase Intentions
Preprints and early-stage research may not have been peer reviewed yet.
ResearchGate has not been able to resolve any citations for this publication.
The authors examine the relationships among feelings generated by new television ads for unfamiliar products, judgments of the ads’ characteristics, brand attribute evaluations, attitude toward the ad, and attitude toward the brand in a simultaneous equation model. Feelings affect attitude toward the ad and attitude toward the brand directly and indirectly. The particular effects of three different dimensions of feelings—upbeat, warm, and negative—are identified. The results are robust to multiple viewings of the ad, different measurement delay periods, and the particular ad seen.
The objectives of this study are (a) to examine the impact of religion on consumers' perceptions of controversial advertising, on their perceptions of the protective and restrictive social effects of controversial advertising regulations, and on their perceptions of the restrictiveness of the regulations; and (b) to determine the moderating effect of religion on the influence of independent variables (consumers' perceptions of controversial advertising, and of the protective and restrictive social effects of regulations on controversial advertising) on a dependent variable (consumers' perceptions of regulations governing controversial advertising). According to cross-sectional survey data collected from 1,402 university students in 11 countries throughout North America, Europe, Asia, and Australia, Islamic followers were most easily offended by controversial advertising and generally found the current regulations not strict enough to address their sensitivities; Christians' and Hindus' found the regulations to fit with their more liberal attitudes toward controversial advertising, while Buddhists/Taoists and nonbelievers perceived the current regulations to be overly strict. These findings suggest that regulatory bodies should institute regulations consistent with the sensibilities of the religious profile of the population in the locale in which they operate.
A systematic analysis of Chinese viewers' perception of television advertising was conducted using a sample of sixty commercials which were viewed by 160 respondents per commercial, who selected from a list of twenty adjectives adopted from the Aaker and Bruzzone (1981) study. Results indicated great differences in viewers' perceptions: informative commercials were most frequently considered to be ‘dull’, ‘uninteresting’ and ‘informative’, while emotional commercials were described as ‘appealing’, ‘interesting’ and ‘original’. Emotional advertising scored higher on ‘liking’ and perceived brand image than informative advertising. Factor analysis was carried out across commercials and individuals.
This study explores the profile of contemporary advertising in India in the wider context of trends in international advertising, the recent changes in Indian economy and society, and issues concerning the cultural impact of foreign advertising in India. Findings are complemented with a case study of outdoor advertising collected in three visits to India in 2000, 2001 and 2005. In the 1990s India witnessed a massive expansion of advertising, which was stimulated by the opening of the economy and the growth of the media. Though print is still the dominant media, during the 1990s there was a rapid expansion of television accompanied by television advertising. The advertising industry was quickly overtaken by foreign advertisers and agencies that were affiliated with foreign advertising agencies. Advertising for repeat purchase consumables dominated advertising in India but consumer durable advertising expanded at this time as the disposable income levels of the middle classes rose. There was a change in advertising strategies and increased focus on local cultural references. Another recent trend driven by multinational companies has been the intensification of marketing to the rural sector. Foreign companies were slow to appreciate the market potential of India but in recent years there has been a massive expansion of advertising by foreign companies which plays an important cultural and role as the Indian economy increasingly becomes part of the globalized marketplace. The study uses a socio-cultural framework to explore the implications of globalization on cultural change. Advertising is the key focus because it plays a pivotal role at the junction where the economy and culture interact. Advertising plays an important cultural role which is largely ignored by critical social scientists and economists, while those working in the field of advertising are primarily interested in developing new ideas for attention-getting campaigns, and associated research tends to focus on facilitating better advertising and targeting markets more effectively.
(2) (PDF) Advertising in a globalised India. Available from: https://www.researchgate.net/publication/287324957_Advertising_in_a_globalised_India [accessed Jul 06 2021].
This study attempts to advance knowledge in the area of controversial advertising by examining the antecedents and consequences of controversial advert perceptions in the context of social media, and particularly social networking sites (SNS). Specifically, we explore how ethical judgement and religious commitment shape controversial advert perceptions leading to attitudes towards the advert, brand attitudes and purchase intentions. Our results indicate that when a SNS advert is judged to be ethically acceptable, the level of perceived advert controversy is lower. However, the impact of ethical judgement on controversial advert perceptions becomes significant and positive when intrapersonal commitment and interpersonal religious commitment are introduced as moderators. This result implies that the level of religious commitment changes the ethical judgement–controversial advert perceptions relationship. The results also highlight that controversial advert perceptions negatively influence attitude towards the advert. The study contributes to the limited knowledge on controversial advertising on SNS, yielding significant and relevant implications for academics and advertisers alike, in their effort to improve advertising effectiveness without offending or alienating target audiences.
This study aims to determine the beliefs about advertising of two controversial products, namely political parties and sexual diseases prevention. The theory of reasoned action was utilized as underlying premise to elicit beliefs about controversial advertising in order to understand the formation of attitude towards the advertising. A qualitative approach by means of personal interview was adopted to explore the relatively unknown phenomenon. Subsequently, 43 interviews were conducted in Sarawak and the transcripts were then content-analyzed by multiple coders. The findings show that there are 11 statements of belief for the advertising of political parties and 6 statements for the advertising of sexual diseases prevention. Although both types of advertising are primarily considered as a source of information, their descriptions are largely different. While the advertising of political parties is mainly believed to be giving misleading information and for personal interest, the advertising of sexual diseases prevention is regarded as a form of education when executed appropriately. Therefore, the former must be carried out with care to avoid negative responses, and the latter should be done fittingly. This articulates the underlying consideration that there are different beliefs by type of advertising, and about what might create controversy.
A trend in images and messages that eventually cause offence was noted among significant international advertisers, accompanied by a steady increase in formal complaints over a 6-year period in the UK. Though the numbers are at present small, reanalysis of large-scale industry research reports suggested they are the tip of an iceberg consisting of many million potential complainants. If this latent activism reaches a critical mass, it will become a phenomenon that planners can no longer afford to ignore. Meanwhile, the literature on complaining behaviour has concentrated on the causes and responses rather than on the sources. Therefore, this study applied geographic and psychographic analysis techniques to postcodes accompanying over 50 000 complaints to the two main regulatory bodies in the UK, which were hitherto unavailable to independent researchers. A resulting index of complaints by location confirmed the intuitively logical assumption that it is characteristic of London and the south of England. A profile of the complainants showed that they typically belong to a distinctive and relatively homogeneous social group of potential opinion leaders. Together, these outputs provide an original and unique template for minimizing the risk of longterm negative effects due to accidental provocation of an unintended audience. This is a media-strategy solution; the alternative would of course be to abandon potentially controversial creative strategies.
Previous explorations of the effect of controversial/shock appeals in advertising have been confounded by using different advertisements in controversial and non‐controversial execution conditions or by not controlling the influence of attitude toward the advertisement. Therefore, the experiment presented here seeks to determine the effect that a controversial advertisement execution has on elaborative processing and brand message comprehension when potential contaminating influences are held constant in the controversial and non‐controversial execution conditions. Results demonstrate that controversial advertisement executions increase elaboration (i.e. the number of cognitive responses and ratings of elaborative processing) regardless of the level of product involvement. A cross‐over interaction reveals that higher product involvement subjects better comprehend a controversial advertisement execution, but lower product involvement subjects better comprehend a non‐controversial advertisement execution. Comprehension results are consistent with the resource‐matching perspective. The resource‐matching perspective holds that there is an upside‐down U‐shaped relationship between processing outcomes and cognitive resources required to successfully process an advertisement execution, such that information processing is optimized when required resources match the resources that one has made available for advertisement processing. The study did not show any differences in processing controversial advertisement executions across gender or ethnic identity (i.e. Hispanic or non‐Hispanic white).
Considers the environmental differences that may need to be considered when marketers enter into a new country such as media restrictions. Cultural and legal factors. Observes a study of Malaysian media professionals’ perceptions towards various media and advertising restrictions in their country. Presents findings suggesting that advertising images, particularly nudity, indecent language, and sexist images were perceived as major reasons for advertising restrictions.
While some advertisers have undertaken controversial advertising campaigns that have been very successful, some have been damaging to the company. This is particularly important for companies that have a controversial product, like condoms, feminine hygiene products and underwear. This paper presents some preliminary results of a survey of 150 people to determine whether they perceive particular sex/gender-related products as offensive, what are the reasons to find advertisements offensive and discover correlations to ascertain why certain products are perceived as offensive. The results, while preliminary, indicate some important issues for advertisers.
Purpose – The purpose of this paper is to investigate the Malaysian Malays attitude towards offensive advertising and the reasons that make these advertisements offensive. This paper aims to explore the role of religiosity on attitudes towards controversial advertisements and the reasons why they are controversial. Design/methodology/approach – This paper consists of 279 randomly selected Malay participants. Data were analyzed using means, correlations, and ANOVA. Findings – Results indicate that those high on religiosity differ on the nature and manner of controversial advertisements from those of low religiosity. Malay Muslims when compared on their degree of religiosity differ in terms of their evaluation of offensive nature of advertisement. More important they differ more on the reason that make these advertisement offensive compared to the nature of the products. Research limitations/implications – Respondents are somewhat more skewed towards a younger population causing concern that the results might not be a true indication of all Malaysian age groups. Originality/value – The original value of the research lies in its effort to examine the results from the lens of religious theology and respondent degree of religiosity.
Purpose
– The purpose of this paper is to determine attitudes towards the advertising of certain controversial products/services and reasons for being offensive across four different countries, Malaysia, New Zealand, Turkey and the UK.
Design/methodology/approach
– This was achieved by analyzing the responses to a questionnaire that was distributed to a convenience sample of university students in the four countries. A total of 954 were sampled for this study. The results indicated that geography is not a major determinant of attitudes, and that religious and historical factors play a very important role.
Findings
– Of the 17 products presented, 11 resulted in similar answers for New Zealand and the UK, and seven were similar for Malaysia and Turkey. However, it was apparent that the two countries mostly populated by Muslims had some differences as Malaysia has a multicultural society that must make some allowances for other ethnic groups. It also appears that racism and racist images are of concern to all those sampled.
Originality/value
– The opening up of regional markets and the development of regional and global media, such as satellite television and the internet, will mean that marketers will try to take advantage of the associated benefits of a standardized approach to advertising and promotional activities. For those involved in international marketing, it is important that they are aware of possible differences and cultural sensitivities when entering a new market or undertaking a standardized mass‐media campaign across a region, whether it be Australasia or Europe.
As society becomes more complex, as we become more aware of the harmful effects of some products and as agencies try to become more creative to “cut through the clutter” to gain awareness, there will be more advertisements which the general public perceive as “offensive”. Analyses the responses to a survey of attitudes towards the advertising of particular products and reasons for being offensive. The attitudes are examined by means of a survey which presents a series of potentially controversial/offensive products. The study can be used by advertising agencies to develop an understanding of which advertising is perceived by some people as offensive, and a list of potentially controversial clients.
1Reintroductions provide a good opportunity to study density-dependent population growth, as populations can be studied at a range of densities and the change in density is not confounded with environmental conditions. An understanding of density dependence is also necessary to predict dynamics of reintroduced populations under different management regimens, and assess the extent to which they can be harvested for further reintroductions.2We monitored a North Island saddleback (Philesturnus rufusater) population for 6 years after reintroduction to Mokoia, a 135 ha island in New Zealand that was made suitable for saddlebacks by eradicating introduced Norway rats (Rattus norvegicus). We modelled adult and juvenile survival using Program mark, and modelled numbers of young fledged per pair using Proc Mixed in SAS with individual female as a random factor.3Juvenile survival clearly declined as the population increased, and the decline was closely correlated with the number of breeding pairs. Reproduction also showed a clear decline that was explained by two factors: a difference in quality between territories occupied immediately after reintroduction and those occupied later, and an overall decline as the number of pairs increased. Reproduction was also strongly affected by age, and this needed to be accounted for when modelling density dependence.4A stochastic simulation model incorporating these dynamics closely predicted the observed population growth. The equilibrium population size was insensitive to density dependence in reproduction, but highly sensitive to density dependence in juvenile survival.5The model is being used to plan management strategies for potential reintroductions of saddlebacks to mainland areas with predator control. The species is currently confined to predator-free islands and one fenced mainland sanctuary.
China is a country that has undergone a wide range of significant changes over the last 30 years, economically, politically, and socially. Major events not only have an important effect on the developmental history of a country such as China, but also create a new generational cohort, which can adopt different views and attitudes than those characterizing previous generations. This study analyses the results of a survey of three different generational groups in China, focusing on their attitudes towards the promotion of controversial products and advertising execution techniques. Research results show significant differences between the younger and older generations, especially in regard to gender-related products and certain advertising execution techniques.
Copyright
The advertising of controversial products/services and the use of controversial images to "cut through the clutter" in the marketplace appears to be increasing around the world. However, apart from the general ethical issue regarding the deliberate use of controversial/offensive images for public viewing that may offend some people, it is important to determine what makes a controversial advertisement offensive? A questionnaire was distributed to 1014 students across four different countries in the Asia Pacific region to determine what type of products are seen as offensive and the reasons they are offensive. The results present some important implications for international marketers.
The study attempts to find out the existing social and cultural practices regarding menstruation, awareness levels, and the behavioral changes that come about in adolescent girls during menstruation, their perception about menarche, how do they treat it, and the various taboos, norms, and cultural practices associated with menarche. The study was conducted on 117 adolescent girls (age 11-20 years) and 41 mothers from various communities and classes in Ranchi comprising residential colonies and urban slums. The findings unfolds many practices: cultural and social restrictions associated with menstruation, myth, and misconception; the adaptability of the adolescent girls toward it; their reaction, reaction of the family; realization of the importance of menstruation; and the changes that have come in their life after menarche and their resistance to such changes. The article also suggests the strategies to improve menstrual health and hygiene among adolescent girls. The study concludes that cultural and social practices regarding menstruation depend on girls' education, attitude, family environment, culture, and belief.
Provocative advertising is characterized by a deliberate attempt to gain attention through shock. This research investigates the reactions of individuals to a provocative appeal for a cause as opposed to a provocative advertisement for a standard consumer product, using mild erotica as the element of provocative imagery. An experiment using 391 adult subjects was conducted, and two analyses were performed. The first examined the effect of stimulus type (mildly erotic/nonerotic) by product category (cause appeal/consumer product) on attitude to the ad. The second examined the effect of stimulus type (mildly erotic/nonerotic) by cause (AIDS [acquired immunodeficiency syndrome]/SIDS [sudden infant death syndrome]) on corporate image. Both analyses also included gender as a third independent variable. The results suggest that people prefer mildly erotic ads generally, that an organization using mild erotica in appeals for a cause will be viewed more favorably where the erotica is congruent with the cause, and that women may be more responsive to mild erotica in cause appeals than are men.
This paper starts by reviewing existing projections of childlessness among British men and women. Low current fertility implies high eventual childlessness unless the postponement of parenthood is taken into account. Such re-timing of first births appears to be occurring differentially across social groups. Exploiting the disaggregated evidence of two British cohort studies, the 1958 National Child Development Study and the 1970 British Cohort Survey, this paper investigates the extent of postponement across cohorts and projects its impact on eventual levels of childlessness. Men and women are considered separately in our models of a population stratified by educational attainment. We find the most striking postponement occurring among graduate men. Among graduate women, after taking family building intentions into account, we estimate that about a quarter of 1970 born graduate women will remain childless, rather than something nearer 40 per cent as had been conjectured elsewhere.
Adults (N = 336) 18 to 54 years old watched a television program containing violence, sex, both violence and sex, or no violence and sex. Programs were shown in a comfortable room containing padded chairs and tasty snacks. Each program contained the same 12 ads. Embedding an ad in a program containing violence or sex reduced (a) viewers' likelihood of remembering the advertised brand, (b) their interest in buying that brand, and (c) their likelihood of selecting a coupon for that brand. These effects occurred for males and females of all ages, regardless of whether they liked programs containing violence and sex. These results show that violence and sex in television programs do not sell products in advertisements.
Although the use of shocking content in advertising appeals has been widely adopted, the effectiveness of such communication strategies has not been empirically investigated. In two laboratory studies, conducted in the context of HIV AIDS prevention, we examine the effectiveness of shock advertising in comparison to the commonly used appeals of fear and information. Our findings suggest that shocking content in an advertisement significantly increases attention, benefits memory, and positively influences behavior among a group of university students.
Sixteen copy characteristics or advertising approaches that appear to either increase or decrease irritation emerge from a study of 524 television commercials. The results also show how irritation levels vary by product class and by socioeconomic level.
Prior literature regarding offensive advertising relates mainly to western cultures. No work has been done on this area in an Asian context. The research in this article reports on a survey of Singaporean consumers. The survey aimed to identify what types of products and appeals consumers find offensive in advertising, the reasons why they find the advertisements offensive, and how this offensive advertising may affect their purchase intentions. The results found that advertisements relating to chat-line services and sexual diseases were the most offensive, followed by advertisements for dating services. Levels of offensiveness were clearly related to demographic variables such as gender and age. In terms of reasons for offensiveness, consumers were most concerned by advertisements that had a sexual connotation or evoked unnecessary fear.Levels of offensiveness also affected purchase intentions. Based on the results, the article recommends that advertisers and their agencies should think more carefully about the demographic profile of their audiences, how this profile might impact their audiences „sensitivity“ to potentially offensive advertising, and how this sensitivity should be used as a guide when making media and message decisions
This study examines the impact of ethical judgments about televised political commercials on global attitude toward the ad. Findings from the quasi-experiment indicate that the “ethical” attribute belongs to a set of salient, “utilitarian” cognitions that influence how political commercials are evaluated. These findings suggest that ethical perceptions really matter. However, certain emotional “hedonic” cognitive responses, which voters say are nonsalient in their overall evaluations of political ads, in fact may circumvent the powerful impact of ethical—and other salient—cognitive elements. Implications for political advertising strategy and public policy are discussed.
The advertising literature contains some evidence that offensive advertising is multidimensional in nature, but little is known about the character of these dimensions. In an exploratory study of TV advertising, two different dimensions of “offensive” were identified. These dimensions were labeled Offensive Products and Offensive Execution. This distinction is important both for the study of the construct as well as for advertisers who are faced with decisions on advertising execution. The Offensive Products dimension contains those products related to consumer problems which social norms dictate should not be discussed in public. The Offensive Execution dimension, the dimension over which the advertiser has more control, consists of those ads which are perceived to be offensive by the nature of the execution or themes and/or topics of the ad and not the product itself.
The stated advertising policy of Ms. magazine precludes the acceptance of advertisements for products that are “harmful” or advertisements that are insulting to women. This study employs manifest and latent content analysis to assess the extent to which Ms. advertising, over the first 15 full years of its publication has carried out this policy. The findings suggest that a substantial proportion of Ms. advertising promotes products generally considered “harmful.” Also, while the portrayal of women as subordinate to men or as merely decorative has decreased over time, Ms. advertising has increasingly portrayed women as alluring sex objects. Possible reasons for the trends revealed here are discussed.
The present study uses a causal-modeling approach to evaluate an experimental manipulation of female nudity in print advertising. A hypothetical model which includes a multi-dimensional structure of arousal acting as an intervening factor between the ad nudity stimulus and resulting cognitive impressions of the ad is proposed. The results lend particular insight into the complex underpinnings of the psychophysiological response to female nudity in advertising. Important theoretical implications and future research directions are discussed.
The majority of research about offensive advertising has been conducted in Western countries. However, little is known about consumers' perceptions of offensive advertising in an Asian context, especially offensive advertising on the web. This study, conducted in Hong Kong, furthers Prendergastet al.'s (2002) study by including the web as a medium, and aims to identify what types of web advertising consumers find offensive, consumers' tolerance of offensive advertisements on the web relative to offensive advertisements in other media, and the effects of offensive web advertisements on consumers' purchase intention. Results from a survey of 240 interviewees indicated that gambling and chat-line services were considered the most offensive products to be advertised on the web. In terms of appeals, consumers were most sensitive to advertisements that contained nudity or had a sexist attitude. Perceptions of offensiveness and how it affects purchasing behaviour were clearly related to demographic variables such as age, educational status and gender. Relative to other media, interviewees were least tolerant of offensive advertisements on the web. [ABSTRACT FROM AUTHOR] Copyright of International Journal of Advertising is the property of Warc LTD and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
Compares adult women’s perceptions of sex role portrayals in advertising across demo-graphically-diverse samples from the USA, New Zealand, Japan and Thailand. Tests a structural equations model using EQS. The findings indicate that there were varying degrees of criticism across the samples with regard to sex role portrayals, company image and purchase intentions. Finds a significant structural linkage between criticality of role portrayals and company image as well as between company image and purchase intention. Identifies the existence of “feminist consciousness” across the various samples and also examines its impact on perceptions and intentions to purchase. Presents implications for global advertisers.
Defines advertising and looks at the way it is part of the whole home environment. Considers the influence and power various media possess with particular emphasis on women. Addresses how advertising reinforces the existing power roles within society and questions if recent evidence shows any change in this position. Concludes that most individuals are aware of the unrealistic nature of some advertising but advertisers still often represent the “establishment” and stick to proven methods of success.
Purpose
In recent years, China and India have been experiencing a process of economic and social transformation that is unprecedented in recent human history. The consequences of the spectacular resurgence of these two Asian giants are profound and far‐reaching, and are causing the centre of gravity of the world economy to be drawn inexorably toward these countries. The aim of this paper is to offer a comparative approach to the reality of China and India as regards business and strategic management.
Design/methodology/approach
The paper reviews previous literature that has focused on comparing various issues related to business and management in China and India.
Findings
The paper highlights the points of convergence and divergence in the developmental patterns of China and India, the key factors for success in each country, the entry modes that could be used and the business opportunities they offer.
Originality/value
The paper provides a comparison between China and India with regard to business and strategic management, analysing the main similarities and differences between the two Asian giants.
This article describes an extensive research project concerning the leakage and influx of viewers during commercial breaks in the Netherlands. The research project was commissioned by SPOT (Foundation for the Promotion and Optimisation of TV Advertising). The goal of this research project is to determine which factors bring about this kind of channel switching. The study covers the people-meter data of 12,278 commercial breaks broadcast on the five main television channels in the Netherlands from January to April 1995. Of each of these commercial breaks, both the influx and the leakage of viewers were quantified. By means of multivariate analysis, these two factors are related to a large set of explanatory variables, such as characteristics of the break itself, the commercials in it, the audience, and the programs before and after the break. As a result, the two models provide an extensive insight into factors causing viewers to stay, stop, or start watching commercial breaks.
In the past, when products and issues that may not have been considered "decent" were advertised, selective avenues were used since barriers existed such as television networks forbidding the promotion of condoms and some pharmaceutical goods. But because of the spread of AIDS and the softening of network and magazine executives, some of these products are being shown or at least mentioned in the mass media. This 15 agency-160 European affiliate survey of advertising restrictions shows different degrees of limitations throughout Europe. While European agencies performing global advertising campaigns encountered the most restrictions, cigarettes and alcohol were the most restricted products throughout many regions of the world. This was not surprising considering the social pressures placed on the industries by consumer and governmental organizations.
Although campaign reformers may believe otherwise, it is not only the money in campaigns that is problematic. Deceptive campaign speech can also threaten the integrity of the electoral process. It can distort the issues, distract the voters from making informed decisions, inhibit voter turnout, and alienate the citizenry. Its effects on the political system can be as corrosive as the worst campaign finance abuses. At the same, regulating false campaign speech raises serious first amendment issues. Not only, as the Court has stated, does the first amendment have its "fullest and most urgent application [in] campaigns for political office" but regulating campaign speech is especially problematic because the dangers and risks of allowing the government and the courts to interfere with the rough and tumble of political campaigns are extremely high. This paper presents the legal and policy issues underlying the question of whether deceptive campaign speech should be regulated. In so doing, it compares the reasons for and against the regulation of deceptive campaign speech with the arguments for and against the prohibition of corporate and labor campaigns expenditures upheld in McConnell v. FEC. Contending that the differences in the arguments in favor of regulating false campaign speech are not so different from the ones relied on by the Court in upholding limits on corporate and labor expenditures, the paper suggests that, for better or worse, the implication of McConnell is that restrictions on deceptive campaign speech would also be upheld. Yet while it may be true that McConnell sheds significant light on the validity of deceptive campaign speech restrictions, it may also be true that weighing the competing interests underlying campaign speech restrictions sheds significant light on the validity of McConnell.
This paper offers a definition of provoactive appeals as they are currently used in advertising, especially in the clothing and fashion industry. It also positions this execution strategy with respect to other execution strategies used and currently researched in advertising, and identifies relevant constructs useful to understand the effects of provocative appeals. These effects are measured through a preliminary empirical investigation which shows that provocation may be a valid strategy to attract attention, but may affect negatively the attitude toward the brand. However, it is not certain that it does affect negatively the behavior of consumers in any significant manner. More research is therefore needed on the roles of variables such as the level of product involvement, age, and gender which appear to moderate the effectiveness of provocation.
Considerable research has been conducted on offensive advertising in Western countries. However, not much is known about consumers' views of offensive advertising in an Asian context. This research, which was conducted in Hong Kong, aimed at identifying what product/service advertisements consumers find offensive, what executional styles consumers find offensive, consumers' tolerance of offensive advertisements in different media and the effects of offensive advertisements on consumers' purchase intentions. The results from a survey of 200 consumers showed that chat-line services and funeral services were considered the most offensive products or services to be advertised. When looking at the manner of advertising, sexist themes, indecent language and nudity were found to be the major reasons for the respondents finding advertisements offensive. In general, direct mail was considered to be a medium that prompts lower tolerance by consumers to potentially offensive advertisements while men and women's magazines were considered to be media that prompt higher tolerance to potentially offensive advertisements. Finally, it was found that levels of advertising offensiveness had an effect on purchase intentions.
The application of MNE definitions, measurements and theories to international services is still in its infancy, despite the considerable size and growth of this sector. There are problems in defining, classifying, measuring, comparing and explaining service MNEs, but they do not require special definitions and theories. Still, research to date suggests: (1) delinking the concepts of multinational enterprise and foreign direct investment under certain conditions, and (2) qualifying the nature of ownership, internalization and location advantages in FDI theory, as far as service MNEs are concerned.© 1986 JIBS. Journal of International Business Studies (1986) 17, 41–57
TV ads on condoms, sanitary napkins embarrass parents
- V Borwankar
Borwankar, V. (2014, June 1). TV ads on condoms, sanitary napkins embarrass parents. Retrieved from http://timesofindia.indiatimes.com/articleshow/35857642.cms?utm_source=contentofinterest&utm_medium=text&utm_
campaign=cppst
12 Indian etiquette don'ts. What not to do in India
- S Cook
Cook, S. (2018). 12 Indian etiquette don'ts. What not to do in India. Retrieved from https://www.tripsavvy.com/
indian-etiquette-donts-1539435
Comedy and the Politics of Representation: Mocking the weak
- H Davies
- I Sara
Davies, H., & Sara, I. (2018). Comedy and the Politics of Representation: Mocking the weak. Palgrave Macmillan.
Advertising: Its role in modern marketing
- S W Dunn
- A M Barban
Dunn, S. W., & Barban, A. M. (1986). Advertising: Its role in modern marketing (6th ed., p. 802). Hinsdale, IL: The
Dryden Press.
A cross cultural comparison of attitudes towards the advertising of controversial products. Paper presented at International Advertising Association (IAA) Regional Educational Conference at Sydney
- K S Fam
- D S Waller
- B Z Erdogan
Fam, K. S., Waller, D. S., & Erdogan, B. Z. (2002). A cross cultural comparison of attitudes towards the advertising
of controversial products. Paper presented at International Advertising Association (IAA) Regional Educational
Conference at Sydney, September, 2002.
---. (2004). The influence of religion on attitudes towards the advertising of controversial products. European
Journal of Marketing, 38(5/6), 537-555.
The effect of print advertising's use of sexual themes on brand recall and purchase intention
- W F Grazer
- G Keesling
Grazer, W. F., & Keesling, G. (1995). The effect of print advertising's use of sexual themes on brand recall and
purchase intention. Journal of Applied Business Research, 11(3), 47-57.
Advertising: Attacks and counters
- S A Greyser
Greyser, S. A. (1972). Advertising: Attacks and counters. Harvard Business Review, March-April, 22-28.