An Assessment of Advertisements for Controversial Products in Lebanon: The Influence of Gender

Farah, Maya F.; Samad, Lamis El

doi:10.1353/asr.2015.0012

Cited by 2 publications

(1 citation statement)

References 52 publications

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“…Controversial advertising, in this context, often relates to the nature of the product itself (Farell, 2012). Researchers have focused on the product categories that various target markets find offensive (Katsanis, 1994; Waller et al , 2005; Wilson and West, 1995; Shao and Hill, 1994; Farah and El Samad, 2015a, 2015b; Chan and Yeung, 2016; Quoquab et al , 2015; Frechette, 2016). We reviewed previous literature related to offensive products/services and summarized them within twenty key categories in Table 1.…”

Section: Classifying Offensive Products/servicesmentioning

confidence: 99%

Religiosity and Egyptian Muslim millennials’ views on offensive advertising

Wilson

Ayad

2021

JIMA

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Purpose This paper explores reasons behind Muslim fervour, in response to advertisements that cause them offence – where marketing promotions and brands are seen to contradict or challenge the tenets of their religion (Islam) and culture. Design/methodology/approach The authors investigate Egyptian Muslim Millennials’ perceptions post 2011 Egyptian Arab Spring revolution qualitatively – through a series of iterative focus groups, diaries, and laddered coding procedures. Findings In contrast to the way in which media stories regularly highlight this phenomenon locally, internationally, and inside and outside of the Muslim world, we find that the landscape is more cultural, contextual, dynamic, politicised, and subtle. In addition, religiosity may not in fact be the determining factor and its presence is much more nuanced. The socially mobile, educated, and digitally connected Egyptian Muslim millennial demographic, that grabbed headlines during the Arab Spring for their influence, were found in this study to describe offence as being annoying or provocative advertisements where the message, theme or execution disregards their intelligence. Furthermore, parents, access to basic utilities, and having a stable living environment command a greater influence than religiosity for them. Finally, an environmental paradox exists, where restricted living conditions juxtaposed in parallel with escapism offered by social-media consumption, leads millennials towards being more accepting of advertising that could be classified as offensive. Practical implications This study is of value for researchers, educators, and professionals in the fields of advertising, marketing communications, consumer behaviour, and sociology. Social implications The observations raise questions concerning how the media reports stories, or advertisers conduct their campaigns – as to whether they are representative, motivated by sociopolitics or propaganda, an intended tactic, highlight unintended poor execution, ambivalence, or part of a wider phenomenon. Originality/value The authors present a new dual-process personality/religiosity conceptual model – designed to explain the stepwise process of Muslim opinion-forming, behaviour, and consumption of advertisements. Furthermore, we illustrate this with a supporting allegory the authors call a “Narnia paradigm”, drawing from C.S. Lewis’s fictional story “The Lion, the Witch and the Wardrobe”.

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Section: Classifying Offensive Products/servicesmentioning

confidence: 99%

Religiosity and Egyptian Muslim millennials’ views on offensive advertising

Wilson

Ayad

2021

JIMA

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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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An Assessment of Advertisements for Controversial Products in Lebanon: The Influence of Gender

Cited by 2 publications

References 52 publications

Religiosity and Egyptian Muslim millennials’ views on offensive advertising

Religiosity and Egyptian Muslim millennials’ views on offensive advertising

Exploring Perceptions of Advertising Ethics: An Informant-Derived Approach

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