Addressing the Advertising of Controversial Products in China: An Empirical Approach

Fam, Kim‐Shyan; Waller, David S.; Yang, Zhilin

doi:10.1007/s10551-008-9832-y

Cited by 22 publications

(22 citation statements)

References 58 publications

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“…6; as protection technology to support market monitoring, reaction, as well as prevention effort . Conversely, the finding does not support the claimed by Fam, Waller and Yang (2009) that many organisations used offensive advertisement to gain consumers awareness about the counterfeit products, whilst which platform such offensive awareness is being created unknown. Further to this, the finding does not support the view that mass production and information overload, which occurred in the recent time has made consumers unknowingly buy an imitation product Stravinskiene et al (2013), but how such information overload happened is not clearly stated.…”

Section: Discussion Of Findingscontrasting

confidence: 73%

“…The counterfeit or deceptive goods are produced and sold to mislead consumers into believing the products are genuine. Fam, Waller and Yang (2009) found that many organisations used offensive advertisement to gain consumers awareness about counterfeit products. In a similar research, Stravinskiene et al (2013) shows that mass production and information overload, which occurred in the recent time has made consumers unknowingly buy an imitation product.…”

Section: Theoretical and Empirical Perspectives Of Counterfeitmentioning

confidence: 99%

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The Influence of Offline, Online Media and Counterfeit Awareness among Non-Perishable and Non-Food Products in Ghana

Yeboah¹,

Owusu-Prempeh²,

Adjei³

2017

IJMS

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Previous research has shown that counterfeit activity causes major losses to individuals and country's economy in the global market. This is as a result of less awareness being created across various markets. The study introduced an integrated cognitive behavioural theory in order to advance knowledge in such dimension. The aim of this research study is to investigate the influence of offline, online media and counterfeit awareness among non-perishable and non-food products in Ghana. The research mainly assessed offline media such as, television, radio, newspaper, and billboard, as well as online media such as, facebook, linkedIn, whatsapp, and twitter. A sample of 196 respondents was employed using convenient selection method. A self-completed 5 point Likert structured questionnaire survey was the data collection instrument used. The data collected were computed and analysed by multiple regression to determine the significant association between the variables involved in this study. The overall results of the offline media variables revealed that, only radio is found significant association with counterfeit awareness among non-perishable and non-food products in Ghana. Among the variables that are rejected with no significant association with counterfeit awareness involved television, newspaper and billboard. With regard to the results of online media, all the variables were rejected with no significant association with counterfeit awareness among non-perishable and non-food products in Ghana, involved facebook, linkedin, whatsapp and twitter. The study recommends that consequences about using counterfeit product should be explored to ascertain its effect.

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Section: Discussion Of Findingscontrasting

confidence: 73%

Section: Theoretical and Empirical Perspectives Of Counterfeitmentioning

confidence: 99%

The Influence of Offline, Online Media and Counterfeit Awareness among Non-Perishable and Non-Food Products in Ghana

Yeboah¹,

Owusu-Prempeh²,

Adjei³

2017

IJMS

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“…Not all controversial ads are unethical, and vice versa. Controversial ads can also generate positive effects such as in social marketing awareness campaigns (Fam et al 2009). Moreover, since ethics is based on moral philosophies which fluctuate with individual judgement, "there is no such thing as a right/wrong or ethical/unethical ad, there are only latitudes [or boundaries] of ethicality" (Bush and Bush 1994, p. 33).…”

Section: Introductionmentioning

confidence: 99%

Exploring Perceptions of Advertising Ethics: An Informant-Derived Approach

Shabbir

Maalouf²,

Griessmair

et al. 2018

J Bus Ethics

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Whilst considerable research exists on determining consumer responses to pre-determined statements within numerous ad ethics contexts, our understanding of consumer thoughts regarding ad ethics in general remains lacking. The purpose of our study therefore is to provide a first illustration of an emic and informant-based derivation of perceived ad ethics. The authors use multi-dimensional scaling as an approach enabling the emic, or locally derived deconstruction of perceived ad ethics. Given recent calls to develop our understanding of ad ethics in different cultural contexts, and in particular within the Middle East and North Africa (MENA) region, we use Lebanon-the most ethically charged advertising environment within MENA-as an illustrative context for our study. Results confirm the multi-faceted and pluralistic nature of ad ethics as comprising a number of dimensional themes already salient in the existing literature but in addition, we also find evidence for a bipolar relationship between individual themes. The specific pattern of inductively derived relationships is culturally bound. Implications of the findings are discussed, followed by limitations of the study and recommendations for further research.

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“…To increase the external validity of the research, the results were replicated for two kinds of controversial taboo appeal; one related to sexuality, and the other to death. Second, our findings provide insight into the controversial advertising literature, which has focused mainly on controversial products (Fam et al 2009) and offline controversial appeal effects on consumers (except for Kerr et al 2012). We extend this literature by investigating the role of the communication medium in advertisement evaluation, through a comparison of consumer evaluations of the same controversial taboo ad for a fictitious brand in a newspaper, as well as in a Facebook Page.…”

Section: Introductionmentioning

confidence: 65%

“…Advertisements can be regarded as controversial if (1) they feature products that are 'unmentionable' (Wilson and West 1981;Katsanis 1994), 'sensitive' (Shao and Hill 1994;Fahy et al 1995), 'offensive' (Barnes and Doston 1990;Waller 1999;Fam and Waller 2003;Prendergast and Chia Hwa 2003), 'controversial' (Rehman and Brooks 1987;Fam et al 2009); (2) or because the creative execution is controversial and provocative (Dahl et al 2003;De Pelsmacker and Van Den Bergh 1996;Manceau and Tissier-Desbordes, 2006;Pope et al 2004;Vézina and Paul 1997). Controversial taboo advertising has been used as a communication strategy to break through clutter and to grab audience attention (Dahl et al 2003;Prugsamatz et al 2006;Vézina and Paul 1997;Waller 2005).…”

Section: Conceptual Framework and Research Hypothesesmentioning

confidence: 99%

Does Viral Communication Context Increase the Harmfulness of Controversial Taboo Advertising?

Sabri

2015

J Bus Ethics

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International audienceControversial taboo appeals as an executional cue in viral advertising have commonly been used by advertisers. In this context, the study investigates the role of medium context on the effectiveness of controversial taboo ads. By implementing a tightly controlled experimentwhich deals with controversial taboo ads embedded in a press article and in a viral context, the study finds that the viral medium context does not lead to a more positive attitude toward the embedded brand or to more positive purchase intentions. In addition, a viral medium context triggers ‘unintended consequences’ that lead consumers to undermine the level of tabooness of the viral advertising and subjective norms. To increase the external validity of the research, the results were replicated for two kinds of controversial taboo appeals; one related to sexuality, and the other to death. The results provide useful implications for theory and practice. Extending viral advertising research, a different angle on controversial viral advertising has been taken, shifting from an advertiser and brand focus, to a societal and social one. The work leads to a better understanding of the ethics of controversial viral advertising, and demonstrates its role in the trivialization of taboo behaviors and imagery. The results confirm the need for more regulation of online buzz communication and encourage regulatory bodies to extend policies of viraladvertising regulation

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Addressing the Advertising of Controversial Products in China: An Empirical Approach

Abstract: advertising, alcohol, China, condoms, controversial products,

Cited by 22 publications

References 58 publications

The Influence of Offline, Online Media and Counterfeit Awareness among Non-Perishable and Non-Food Products in Ghana

The Influence of Offline, Online Media and Counterfeit Awareness among Non-Perishable and Non-Food Products in Ghana

Exploring Perceptions of Advertising Ethics: An Informant-Derived Approach

Does Viral Communication Context Increase the Harmfulness of Controversial Taboo Advertising?

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