Perceptions of Offensive Advertising Elements: A China-US Comparison

Waller, DS; Fam, K; Christy, TP; Barrett, NJ

Perceptions of Offensive Advertising Elements: A China-US Comparison

Waller, DS

Fam, K Christy, TP Barrett, NJ

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Publisher:: Reykjavik University
Publication Type:: Conference Proceeding
Citation:: Flexible Marketing in and Unpredictable World: Proceedings of the 36th EMAC Conference, 2007, pp. 1 - 8
Issue Date:: 2007-01

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Field	Value	Language
dc.contributor.author	Waller, DS https://orcid.org/0000-0002-4016-4275	en_US
dc.contributor.author	Fam, K	en_US
dc.contributor.author	Christy, TP	en_US
dc.contributor.author	Barrett, NJ	en_US
dc.contributor.editor	Engilbertsson, H	en_US
dc.date	2007-05-22	en_US
dc.date.issued	2007-01	en_US
dc.identifier.citation	Flexible Marketing in and Unpredictable World: Proceedings of the 36th EMAC Conference, 2007, pp. 1 - 8	en_US
dc.identifier.isbn	997-99483-5-3	en_US
dc.identifier.uri	http://hdl.handle.net/10453/7663
dc.description.abstract	China is a country that is arousing a large amount of interest as a new mega-market, as it opens itself to a market-orientated economy and expands at a remarkable rate. However, the influx of international investment, new business opportunities and advertising from overseas has seen Chinese consumers being exposed to potentially offensive advertising products and images. While some products and images may seem acceptable in the West, there are some that may offend Chinese cultural sensitivities. The overall purpose of this study is to better understand cross-cultural advertising offensiveness by comparing perceptions of advertising offensiveness between United States and Chinese residents, specifically college students. The results indicate that there are a number of statistical differences that have business implications for international marketers.	en_US
dc.publisher	Reykjavik University	en_US
dc.relation.ispartof	Flexible Marketing in and Unpredictable World: Proceedings of the 36th EMAC Conference	en_US
dc.relation.ispartof	Engineering Mathematics and Applications Conference	en_US
dc.title	Perceptions of Offensive Advertising Elements: A China-US Comparison	en_US
dc.type	Conference Proceeding
utslib.location	Reykjavik, Iceland	en_US
utslib.location.activity	Reykjavik, Iceland	en_US
utslib.for	150502 Marketing Communications	en_US
utslib.for	150503 Marketing Management (incl. Strategy and Customer Relations)	en_US
dc.location.activity	Reykjavik, Iceland	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	open_access
pubs.consider-herdc	true	en_US
pubs.place-of-publication	Reykjavik, Iceland	en_US
pubs.start-date	2007-05-22	en_US

Abstract:

China is a country that is arousing a large amount of interest as a new mega-market, as it opens itself to a market-orientated economy and expands at a remarkable rate. However, the influx of international investment, new business opportunities and advertising from overseas has seen Chinese consumers being exposed to potentially offensive advertising products and images. While some products and images may seem acceptable in the West, there are some that may offend Chinese cultural sensitivities. The overall purpose of this study is to better understand cross-cultural advertising offensiveness by comparing perceptions of advertising offensiveness between United States and Chinese residents, specifically college students. The results indicate that there are a number of statistical differences that have business implications for international marketers.

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http://hdl.handle.net/10453/7663