Perception of Offensive Advertising: Cross-Cultural Peculiarities

Anastasii Klimin and Dmitrii Tikhonov
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Anastasii Klimin: Peter the Great St.Petersburg Polytechnic University, Saint Petersburg, Russia
Dmitrii Tikhonov: Peter the Great St.Petersburg Polytechnic University, Saint Petersburg, Russia

Marketing Science & Inspirations, 2016, vol. 11, issue 2, 42-50

Abstract: Nowadays advertising clutter in almost all media is forcing advertisers to use offensive and provocative appeals in ads. However, the various techniques used in such advertising, as well as effects of these ads, have not been adequately studied, especially when adapting advertising on the global market. The perception of offensive advertising varies according to different parameters: gender, age, social class, religion, etc. In particular, an important role in the perception is played by national and cultural traditions and features. In the study there is the comparative analysis of the perception of offensive advertising young people of different nationalities: attitude towards ads, techniques and brands.

Keywords: advertising; offensive advertising; perception; global market (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:cub:journm:v:11:y:2016:i:2:p:42-50

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