Advertising of controversial products:a cross-cultural study

Waller, DS; Fam, KS; Erdogan, BZ

Advertising of controversial products:a cross-cultural study

Waller, DS

Fam, KS Erdogan, BZ

Permalink

Publication Type:: Journal Article
Citation:: Journal of Consumer Marketing, 2005, 22 (1), pp. 6 - 13
Issue Date:: 2005-01-01

Closed Access

	Filename	Description	Size
	2005002297.pdf		1.04 MB	Adobe PDF	View/Open

Copyright Clearance Process

Recently Added
In Progress
Closed Access

This item is closed access and not available.

Full metadata record

Field	Value	Language
dc.contributor.author	Waller, DS https://orcid.org/0000-0002-4016-4275	en_US
dc.contributor.author	Fam, KS	en_US
dc.contributor.author	Erdogan, BZ	en_US
dc.date.issued	2005-01-01	en_US
dc.identifier.citation	Journal of Consumer Marketing, 2005, 22 (1), pp. 6 - 13	en_US
dc.identifier.issn	0736-3761	en_US
dc.identifier.uri	http://hdl.handle.net/10453/5446
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. © Emerald Group Publishing Limited.	en_US
dc.relation.ispartof	Journal of Consumer Marketing	en_US
dc.relation.isbasedon	10.1108/07363760510576509	en_US
dc.subject.classification	Marketing	en_US
dc.title	Advertising of controversial products:a cross-cultural study	en_US
dc.type	Journal Article
utslib.citation.volume	1	en_US
utslib.citation.volume	22	en_US
utslib.for	150502 Marketing Communications	en_US
utslib.for	15 Commerce, Management, Tourism and Services	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
pubs.organisational-group	/University of Technology Sydney/Faculty of Business/Marketing Discipline
utslib.copyright.status	closed_access
pubs.issue	1	en_US
pubs.publication-status	Published	en_US
pubs.volume	22	en_US

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. © Emerald Group Publishing Limited.

Please use this identifier to cite or link to this item:

http://hdl.handle.net/10453/5446