› › Consumer Perception Of Sexual Taboo In Ads And Its Effect On The Brand In The Lebanese Market

Consumer Perception of Sexual Taboo in Ads and Its Effect on the Brand in the Lebanese Market

Author : Anthony Saade

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Page : 0 pages

File Size : 31,63 MB

Release : 2012

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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.



Consumer Perceptions Towards Taboo Ads Evidence from Lebanon

Author : Marwan Azouri

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Page : 0 pages

File Size : 22,42 MB

Release : 2012

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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.



Consumer's Perception of Taboo in Advertising

Author : Rachid Khoury

Publisher :

Page : 0 pages

File Size : 38,49 MB

Release : 2017

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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.



Taboo in Advertising

Author : Elsa Simões Lucas Freitas

Publisher : John Benjamins Publishing

Page : 242 pages

File Size : 32,33 MB

Release : 2008-07-09

Category : Language Arts & Disciplines

ISBN : 9027290490

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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.



How Sponsored TV Ads Effect Brand Perception

Author : Nika Petauer

Publisher :

Page : 62 pages

File Size : 33,95 MB

Release : 2020

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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



Behavioral Effects of Sex Appeals in Advertising. Advertising Bruno Banani To German and Indian Buyers

Author : Lars Schaefer

Publisher : GRIN Verlag

Page : 29 pages

File Size : 37,86 MB

Release : 2021-10-27

Category : Social Science

ISBN : 3346524787

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Book Description

Seminar paper from the year 2021 in the subject Social Studies (General), grade: 1,8, University of Applied Sciences Worms, language: English, abstract: The proposed study is to show how people in Germany and India receive the sexual appeal of Bruno Banani’s advertisements and what the effect on the viewer is. This leads to the main question of this research, which is how people respond to the sexual appeals in advertisements and how it affects their purchasing behavior. To answer this question, the author is going to analyze the market of Bruno Banani products and customer needs. Several studies already concluded that using sexual appeals seems to be most effective when sexuality is related to the product itself.





Consumer Perception Towards Advertising

Author : Jessica Abboud

Publisher :

Page : 0 pages

File Size : 14,48 MB

Release : 2012

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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".



Sexual Imagery Attitudes in Advertising

Author : Kevin Ann Kelsmark

Publisher : VDM Publishing

Page : 120 pages

File Size : 47,13 MB

Release : 2008

Category : Business & Economics

ISBN : 9783836457446

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Book Description

Advertising is one of the most powerful tools in which society can incorporate their culture and beliefs. What impact does advertising have on consumer attitudes, beliefs and behaviors? Researchers have found information presented in ads tends to be accepted as true facts without question; that it molds consumers' social reality and how manipulative the use of how 'sex sells' in our society is. There seems to be a gap in today's research in that there are limited studies on minorities' attitudes toward ads, particularly on how Hispanics feel about the sexual imagery in ads and it appears to be a supported area of future research interest. Cultures' attitudes can influence many buyer behavior decisions, as well as advertising and marketing strategies. These attitudes, which are influenced by advertisements, are important to marketing managers as they may predict consumer intentions and buying behavior. Research has shown that favorable attitudes best help consumers decide which product will satisfy their specific need. Information on attitude responses to ads is crucial for advertising companies to secure better access to the $700 billion buying power of the Hispanic market, which is projected to grow to $1 trillion, an increase of 8.2% per year by the year 2010. Census population projections predict Hispanics will become the largest consumer segment by the year 2012, accounting for almost one in five Americans. It is important for marketers to know how the Hispanic segment feels so they can better direct their marketing communications to this target market that is projected to be the largest consumer population in the next few years. Consequently, this book represents an investigation of a cross-cultural analysis of the differences between Hispanic and non-Hispanic attitudes' toward sexual images viewed in print ads.



Provocative Advertising a Protrusive Pathway of Marketing to Conceive Social Effect on Consumers

Author : Dr. Parihar Dahake

Publisher :

Page : 13 pages

File Size : 14,63 MB

Release : 2020

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Purpose: This investigation will see how Provocative promotions impact the conduct of adolescents, youths; and how their way of life influences their aims of procurement of body deodorants and scent. The study reveals the projection of sexual content through these advertisements and opinion of youngsters towards it.Methodology: This study uses primary and secondary data. Secondary data accumulated from Journals, Books, and web and Primary data was assembled by an organized survey, which included both open-ended and close-ended questions.Findings: The results of this paper found that People both have a great frame of mind toward sexual ad and Provocation is an approach to get consideration which thusly creates enthusiasm to buy such deodorant products.Implications: The intention of using provocative advertising should be clear and the same should be noted while executing marketing strategy in deodorant industries. Value: This investigation examines the effect that affects the attitude of individuals towards the sexual advancement and its effect on client purchase point while procuring antiperspirants, it in like manner explores the effects of affectation in brand picture improvement too.