Template-Type: ReDIF-Article 1.0
Author-Name: Anastasii Klimin
Author-Name-First: Anastasii
Author-Name-Last: Klimin
Author-Email: 
Author-Workplace-Name: Peter the Great St.Petersburg Polytechnic University, Saint Petersburg, Russia
Author-Name: Dmitrii Tikhonov
Author-Name-First: Dmitrii
Author-Name-Last: Tikhonov
Author-Email: 
Author-Workplace-Name: Peter the Great St.Petersburg Polytechnic University, Saint Petersburg, Russia
Title: Perception of Offensive Advertising: Cross-Cultural Peculiarities.
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.
Classification-JEL: M31
Keywords: advertising, offensive advertising, perception, global market
Journal: Marketing Science & Inspirations
Pages: 42-50
Volume: 11
Issue: 2
Year: 2016
File-URL: https://msijournal.com/perception-offensive-advertising/
Handle: RePEc:cub:journm:v:11:y:2016:i:2:p:42-50