Advertising of controversial products: a cross-cultural study

UTSePress Research/Manakin Repository

Search UTSePress Research

Advanced Search


My Account

Show simple item record Waller, David en_US Fam, Kim en_US Erdogan, B en_US 2009-12-21T02:38:15Z 2009-12-21T02:38:15Z 2005 en_US
dc.identifier 2005002297 en_US
dc.identifier.citation Waller David, Fam Kim, and Erdogan B 2005, 'Advertising of controversial products: a cross-cultural study', Emerald Group Publishing Limited, vol. 22, no. 1, pp. 6-13. en_US
dc.identifier.issn 0736-3761 en_US
dc.identifier.other C1 en_US
dc.description.abstract 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. en_US
dc.publisher Emerald Group Publishing Limited en_US
dc.title Advertising of controversial products: a cross-cultural study en_US
dc.parent The Journal of Consumer Marketing en_US
dc.journal.volume 22 en_US
dc.journal.number 1 en_US
dc.publocation Bradford, UK en_US
dc.identifier.startpage 6 en_US
dc.identifier.endpage 13 en_US BUS.School of Marketing en_US
dc.conference Verified OK en_US
dc.for 150502 en_US
dc.personcode 010525 en_US
dc.personcode 0000017883 en_US
dc.personcode 0000017886 en_US
dc.percentage 100 en_US Marketing Communications en_US
dc.classification.type FOR-08 en_US
dc.description.keywords advertising; controversial advertising; cross culture en_US

Files in this item

This item appears in the following Collection(s)

Show simple item record