Controversial product advertisements in Lebanon

Farah, Maya F.; Samad, Lamis El

doi:10.1108/jima-02-2014-0013

Cited by 11 publications

(6 citation statements)

References 42 publications

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“…Third, and specifically in relation to Lebanon, the Lebanese ad sector is considered to be the most controversial in the MENA region (Kraidy 2007;Farah and El Samad 2015a). Whilst we recognise that not all ad controversies are necessarily unethical, nor all unethical content deemed controversial, public concerns and criticisms of Lebanon's ad landscape are rooted in established ethical infractions.…”

Section: The Lebanese Contextmentioning

confidence: 98%

“…Although sexism in advertising is a worldwide phenomenon, it has been described as salient issue in Lebanon (Anderson 2013;Farah and El Samad 2015b). Until recently Lebanon also had no restrictions on tobacco advertising (Farah and Samad 2015a).…”

Section: The Lebanese Contextmentioning

confidence: 99%

“…Its relative non-compliance with the values governing other MENA ad sectors characterised by more traditional Arab cultural and ethical norms (Kalliny et al 2009;Farah and El Samad 2015a), is reflected in its own ad sector. According to Nasr (2010), Lebanon is unique in the MENA region given its post-conflict struggle in defining a unified self-identity (Nasr 2010;Farah and Newman 2010) or in what has become a "nation-state with no sense of nationality to unite its people" (Nasr 2010, p. 1).…”

Section: The Lebanese Contextmentioning

confidence: 99%

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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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Section: The Lebanese Contextmentioning

confidence: 98%

Section: The Lebanese Contextmentioning

confidence: 99%

Section: The Lebanese Contextmentioning

confidence: 99%

See 1 more Smart Citation

Exploring Perceptions of Advertising Ethics: An Informant-Derived Approach

Shabbir

Maalouf²,

Griessmair

et al. 2018

J Bus Ethics

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show abstract

“…Waller and Fam (2000) in their research on advertising in Malaysia found that images, language or messages in advertisements contrary to religious values were reasons to be restricted. Maya and Samad (2015) on controversial product advertising to a number of Lebanese citizens found that there was a difference in perception between Sunni Muslims and Shi'a Muslims on controversial product advertisements. Shia Muslims are harder to resist the advertising of sex products, gender than Sunni Muslims.…”

Section: Literature Review and Hypotheses Developmentmentioning

confidence: 99%

How does the Public Attitude Towards Advertising Controversial Products & Advertising Ethics?

Khairawati¹,

Murtadlo²

2020

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The aim of this paper is to determine attitudes towards the advertistment of certain controversial products and the reasons for being offensive among Indonessian peoples in Yogyakarta. This research method was qualitative, achieved by analyzing the responses of informans by depth interview method. The results indicated that peoples refused advertistment openly broadcasted of certain controversial products, such contraception, underwear, alcohol, and others. For cigarette, there were two responses most of them received cigarette advertisment and the other disagree. Advertisment should obeyying advertisment ethics and goverment should regulating advertisment for controversial products, especially when the advertisment contradictory with religions, values and social norms in muslims countries. The implication of this research for those involved in marketing, it is important that they are aware of possible cultural and religion sensitivities when entering a market or undertaking a standardized mass-media campaign across a region. Limitation of this reserach were few informans, further research can be suggested to conduct future study by taking more respondent and using quantitative method.

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“…Sharia bank products, takaful schemes, halal products, etc. (Husin and Rahman, 2013;Rajagopal et al, 2011;Haque et al, 2010;Haque et al, 2015;Rezai et al, 2012;Bhatti and Husin, 2019), while others have looked at what Muslims find offensive in ads as well as at the attitudes of Muslim consumers to the influence of the West (De Run et al, 2010;Farah and El Samad, 2015;Sobh and Belk, 2011). Although studies such as these have looked at the choices that Muslim consumers make in purchasing products or services that are specifically associated with Islam (Razzaque and Chaudhry, 2013;Ariffin et al, 2016;De Run et al, 2010;Bachleda et al, 2014;Mansour and Diab, 2016), our understanding of the role of religious salience, more broadly in purchasing intentions, is still in its infancy (Mathras et al, 2016;Islam and Chandrasekaran, 2016;Butt et al, 2018).…”

Section: Jima 116mentioning

confidence: 99%

The impact of religious salience on purchase intentions: evidence from the UAE

Nickerson¹,

Nandialath²

2019

JIMA

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Purpose The purpose of this paper is to explore the role of religious salience on consumer purchase intentions in the multicultural environment of the UAE, more specifically on the willingness of a Muslim consumer to purchase a product labelled or packaged to include an Islamic appeal, i.e. an appeal with a heightened religious salience. While some attempts have been made in the literature to examine the impact of religious salience on purchase intentions, research amongst Muslim consumers remains under-explored. Design/methodology/approach The authors used a randomized survey experiment administered to 148 Emirati educated female nationals. The survey consisted of pairs of advertisements, where each advertisement promoted the same product and the same brand, varying on whether they included an Islamic appeal or not in the labelling, packaging or slogan. The respondents were asked about their attitude to the different versions of the advertisements, as well as their willingness to purchase the product. The authors used causal mediation analysis to explore the mechanisms through which causal effects on purchase intentions are determined. Findings This study shows that including an Islamic appeal, and therefore increasing the religious salience in product promotion, leads to higher purchase intentions amongst Muslim consumers. The authors also identified a number of additional moderating factors that influenced the consumer’s purchase intentions, such as product and/or brand awareness and the type of product being promoted, as well as the nature of the artefact that was included in the ad as the Islamic appeal. Finally, the causal mediation analysis suggests that Islamic appeals increases product attractiveness, which in turn leads to higher purchase intentions. Originality/value This paper investigates the effect of religious salience on consumer behaviour and their purchase intentions. This paper makes an empirical contribution to understanding consumer behaviour with particular relevance to retail hubs with a majority Muslim population.

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Controversial product advertisements in Lebanon

Cited by 11 publications

References 42 publications

Exploring Perceptions of Advertising Ethics: An Informant-Derived Approach

Exploring Perceptions of Advertising Ethics: An Informant-Derived Approach

How does the Public Attitude Towards Advertising Controversial Products & Advertising Ethics?

The impact of religious salience on purchase intentions: evidence from the UAE

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