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Author: Anthony Saade Publisher: ISBN: Category : Languages : en Pages : 0
Book Description
The subject of "Taboo" and advertising has a long history of controversy involving issues in Lebanon of both culture and ethnic traditions that might discomfort its viewing audience. Taboo advertisements topics are mostly related to sex, death, drugs, nudity and religion. Although the use of taboos in ads can enhance brand awareness but still it can lead to a negative attitude toward the advertisement, which carries over into negative attitudes toward the brand image and negative purchase intentions. In this thesis we want to understand and analyze the Lebanese consumer perception of sexual taboo in advertisements. We will also separate these consumers into Males and Females groups to study the effect of gender on the perception of sexual taboos. Furthermore we will stress on the effect of the perceived sexual taboo on the brand image, the brand awareness and the purchase intentions. Date.
Author: Anthony Saade Publisher: ISBN: Category : Languages : en Pages : 0
Book Description
The subject of "Taboo" and advertising has a long history of controversy involving issues in Lebanon of both culture and ethnic traditions that might discomfort its viewing audience. Taboo advertisements topics are mostly related to sex, death, drugs, nudity and religion. Although the use of taboos in ads can enhance brand awareness but still it can lead to a negative attitude toward the advertisement, which carries over into negative attitudes toward the brand image and negative purchase intentions. In this thesis we want to understand and analyze the Lebanese consumer perception of sexual taboo in advertisements. We will also separate these consumers into Males and Females groups to study the effect of gender on the perception of sexual taboos. Furthermore we will stress on the effect of the perceived sexual taboo on the brand image, the brand awareness and the purchase intentions. Date.
Author: Marwan Azouri Publisher: ISBN: Category : Languages : en Pages : 0
Book Description
Taboo ads are becoming a very controversial practice in the world and especially in the middle-east region, where culture and ethnic tradition play a vital role. Mainly taboo ads topics are drugs, sex, suicide, nudity, religious symbols, and physical abuse of women. Ads evolved from being seen in magazines and newspaper to a worldwide business, which is covered by television, billboards, moving billboards, and internet. We want to understand and describe the Lebanese consumer perception toward taboo ads. We are going to study the provocation of taboo in ads, and its effect to the brand image, plus the effects it has on the consumer decision in buying the product or using the service offered.
Author: Rachid Khoury Publisher: ISBN: Category : Languages : en Pages : 0
Book Description
In a highly competitive market, advertisement became of great importance to ensure the spread of ideas, products and services. However, some critical issues that are placed by the environment play a major role in shaping advertisement. This research studies particular aspects that marketers should take into consideration through advertisements, by highlighting major factors that contribute to the success of advertisements. This study assesses four aspects; the influence of unorthodox advertising, the presence of taboos, society norms, and gender in shaping the perceptions and behaviors of consumers towards advertisements through an online questionnaire on Qualtrics filled by 213 participants. The results indicate that within the Lebanese context, unorthodox advertising and taboos shaped the perceptions and behaviors of consumers and their subsequent reaction to the subject of advertisements. The results also indicate that the society norms are great influencers towards the consumers through categorizing certain topics or issues as taboos. The perception of taboos was found to be gender sensitive as well, with women perceiving high taboos in ads.
Author: Elsa Simões Lucas Freitas Publisher: John Benjamins Publishing ISBN: 9027290490 Category : Language Arts & Disciplines Languages : en Pages : 242
Book Description
Taboos are much more than just a synonym of ‘forbidden’. Proof of the concept’s complexity can be found in the way ads often try to hide the taboo inherent to their products or, conversely, in the way certain taboo readings are foregrounded on purpose in other ads. This volume shows why and how that happens, using print and television ads to exemplify (a) the elaborate strategies used by ads for certain products to cleverly hide the taboo inherent to them, and (b) the deliberate recourse to taboo references in ads for products that do not present any taboo connotation. The linguistic analysis undertaken takes into account the different modes (verbal language, music, sound effects, moving and static images) that convey meaning in ads. Taboo is very often conveyed or disguised through one of the channels while the others play the opposite role, thus achieving a balance that prevents the ad from being too obscure to be understood or too daring for the general public to accept it. For this comprehensive approach, concepts are drawn from different disciplines: textual and semiotic analysis from linguistics, theories of taboo from anthropology, and background to advertising from media studies.
Author: Nika Petauer Publisher: ISBN: Category : Languages : en Pages : 62
Book Description
Through sports sponsorship advertisements, brands can be exposed to a global audience and attract millions of potential customers in their target market, which is why sports sponsorship is one of the most successful marketing strategies when it comes to customer-oriented communication. This master thesis aims to determine how sponsored television advertisements can affect the customer's perception of the sponsor brand on the TV ad. Additionally, it attempts to identify how sponsored TV advertisements can influence the customer's willingness to purchase sponsor products. The Independent Sample T-Test is used in this study to examine the two hypotheses that aim to identify the difference if the sponsee's logo is present on a TV ad or not and how this affects the consumer perception of the sponsor and customer willingness to purchase sponsor's products. Moreover, the online questionnaire is used to collect the empirical data of the participants and to measure their interest in football and the UEFA Champions League. The main finding of this study is that a sponsee's logo on a TV ad increases the willingness of consumers to purchase the advertised product. The sponsors can be confident that the sponsored TV advertisements will have a positive impact on the purchasing of their products by consumers interested in the sponsored sports competition.*****Through sports sponsorship advertisements, brands can be exposed to a global audience and attract millions of potential customers in their target market, which is why sports sponsorship is one of the most successful marketing strategies when it comes to customer-oriented communication. This master thesis aims to determine how sponsored television advertisements can affect the customer's perception of the sponsor brand on the TV ad. Additionally, it attempts to identify how sponsored TV advertisements can influence the customer's willingness to purchase sponsor products. The Independent Sample T-Test is used in this study to e
Author: Jessica Abboud Publisher: ISBN: Category : Languages : en Pages : 0
Book Description
The objective of this study is to determine the cultural effect on the consumer perception in USA and KSA The cultural effect will be investigated from different perspectives: religion, lifestyle, education, status and gender. In this research we will be using a qualitative methodology where a questionnaire was developed to test the cultural effect on the consumer perception in USA and KSA and was sent online to respondents in the USA and KSA to fill it. The cultural differences and the societal aspects affect largely the perception of ads and how ads are presented in the societies. There exists a clear effect of the culture and religion on the perception of ads, and how women are used in ads. In the Western countries the view of ads including women in decent and indecent manner is acceptable whereas in the Arab countries the image of the women is not accepted in an indecent way, especially in Saudi Arabia where guidelines imposed by the authorities require the decent presentation of women in the "hijab".
Author: Tom Reichert Publisher: Routledge ISBN: 1135638217 Category : Business & Economics Languages : en Pages : 307
Book Description
A volume of scholarly research & viewpoints on how sexual appeals function in the current advertising environment. Offers answers as to why the use of sex is so prevalent. For scholars & students in advertising, media studies, mass comm, rhetoric.
Author: Fanny M. Cheung Publisher: Cambridge University Press ISBN: 1108602185 Category : Social Science Languages : en Pages : 1524
Book Description
There is a growing knowledge base in understanding the differences and similarities between women and men, as well as the diversities among women and sexualities. Although genetic and biological characteristics define human beings conventionally as women and men, their experiences are contextualized in multiple dimensions in terms of gender, sexuality, class, age, ethnicity, and other social dimensions. Beyond the biological and genetic basis of gender differences, gender intersects with culture and other social locations which affect the socialization and development of women across their life span. This handbook provides a comprehensive and up-to-date resource to understand the intersectionality of gender differences, to dispel myths, and to examine gender-relevant as well as culturally relevant implications and appropriate interventions. Featuring a truly international mix of contributors, and incorporating cross-cultural research and comparative perspectives, this handbook will inform mainstream psychology of the international literature on the psychology of women and gender.
Author: Anthony Saade
Author: Anthony Saade
Author: Marwan Azouri
Author: Rachid Khoury
Author: Elsa Simões Lucas Freitas
Author: Nika Petauer
Author: Frederick Holmshaw
Author: Jessica Abboud
Author: Tom Reichert
Author: Charles S. Gulas
Author: Fanny M. Cheung