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Perception of Offensive Advertising: Cross-Cultural Peculiarities

Author

Listed:
  • Anastasii Klimin

    (Peter the Great St.Petersburg Polytechnic University, Saint Petersburg, Russia)

  • Dmitrii Tikhonov

    (Peter the Great St.Petersburg Polytechnic University, Saint Petersburg, Russia)

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.

Suggested Citation

  • Anastasii Klimin & Dmitrii Tikhonov, 2016. "Perception of Offensive Advertising: Cross-Cultural Peculiarities," Marketing Science & Inspirations, Comenius University in Bratislava, Faculty of Management, vol. 11(2), pages 42-50.
    • Handle: RePEc:cub:journm:v:11:y:2016:i:2:p:42-50
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    Keywords

    advertising; offensive advertising; perception; global market;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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