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- Title
Advertising Controversial Products in the Asia Pacific: What Makes Them Offensive?
- Authors
Kim Shyan Fam; Waller, David S.
- Abstract
The advertising of controversial products/services and the use of controversial images to "cut through the clutter" in the marketplace appears to be increasing around the world. However, apart from the general ethical issue regarding the deliberate use of controversial/offensive images for public viewing that may offend some people, it is important to determine what makes a controversial advertisement offensive? A questionnaire was distributed to 1014 students across four different countries in the Asia Pacific region to determine what type of products are seen as offensive and the reasons they are offensive. The results present some important implications for international marketers.
- Subjects
ASIA; ADVERTISING ethics; PRODUCT image; CONSUMER attitude research; SOCIAL values; EXPORT marketing; MARKET surveys; BUSINESS ethics; CROSS-cultural differences; ETHICS; INTERNATIONAL cooperation; SOCIAL history
- Publication
Journal of Business Ethics, 2003, Vol 48, Issue 3, p237
- ISSN
0167-4544
- Publication type
Article
- DOI
10.1023/B:BUSI.0000005785.29778.83