Nudity of Male and Female Characters in Television Advertising Across 13 Countries

Matthes, Jörg; Prieler, Michael

doi:10.1177/1077699020925450

Cited by 10 publications

(7 citation statements)

References 63 publications

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“…In line with the results of D€ oring and P€ oschl (2006), who analyzed print advertisements in German magazines, and Huang and Lowry (2012), who scrutinized print ads in Chinese magazines, female product endorsers were chosen for the present analysis because women are more often portrayed in nudity appeals and, when compared to men, were found to "present more naked skin in advertisements" (D€ oring and P€ oschl 2006, 178). Similar results are reported by Matthes and Prieler (2020) for nudity in television advertising in multiple countries, including Austria and China.…”

Section: Stimulus Materialssupporting

confidence: 85%

“I’m (Not) Offended by Whom I See!” The Role of Culture and Model Ethnicity in Shaping Consumers’ Responses toward Offensive Nudity Advertising in Asia and Western Europe

Terlutter

Diehl

Koinig

et al. 2021

Journal of Advertising

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Based on culture identity theory and schema theory, we investigate how model ethnicity influences the perception and effectiveness of potentially offensive nudity advertising in Asia and Western Europe. Study 1 with 5,193 ad evaluations by 1,731 subjects from two countries shows that the overall perceived offensiveness in nudity advertising was higher in Asia (China) than in Western Europe (Austria). While previous research indicates that sameethnicity endorsers are typically favorable for advertising outcomes, our study demonstrates that same-ethnicity endorsers in nudity advertising led to a higher perceived offensiveness and more negative advertising outcomes in Asia, as compared to endorsers of other ethnicities. In Western Europe, in contrast, same-ethnicity endorsers led to a lower perceived offensiveness and more positive advertising outcomes. A follow-up experiment with 373 subjects validated the results. We suggest a model of multi-ethnic offensive nudity advertising effects that is tested with structural equation modeling. Our findings have implications for international advertising theory and international advertising practice.

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Section: Stimulus Materialssupporting

confidence: 85%

“I’m (Not) Offended by Whom I See!” The Role of Culture and Model Ethnicity in Shaping Consumers’ Responses toward Offensive Nudity Advertising in Asia and Western Europe

Terlutter

Diehl

Koinig

et al. 2021

Journal of Advertising

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“…Scholars of offensive advertising and consumer behavior highlighted the need to ponder and investigate on how consumers respond, when exposed to such ads (Amor et al , 2014; Hadzalic and Akervall, 2011; Madni et al , 2016; Waller et al , 2013). The cross-cultural theory also addresses that television advertising is subjected to cultural preferences (Matthes and Prieler, 2020). The difference in response to advertising is subjected to even a small difference in cultures (Frazer et al , 2002).…”

Section: Introductionmentioning

confidence: 99%

Brand hate and retaliation in Muslim consumers: does offensive advertising matter?

Noor

Mansoor

Rabbani

2021

JIMA

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Purpose This study aims to investigate the generation of negative emotions and behavior in Muslim consumers from their attitude toward offensive advertising. Mediation of brand hate between attitude toward offensive advertising and brand retaliation was examined. The conditional indirect impact of religiosity on attitude toward offensive advertising and brand retaliation through brand hate was also realized. Design/methodology/approach A cross-sectional research design was used using the mall intercept survey technique. Data were collected from 380 respondents visiting the malls in the areas of Pakistan’s twin cities (Rawalpindi and Islamabad) after ensuring appropriateness for the study. Partial least square–structural equation modeling through SmartPLS software was used as a statistical technique to test the hypotheses. Findings The findings confirm that attitude toward offensive advertising affects brand hate and brand retaliation positively. The conditional indirect effect of religiosity on the relationship of attitude toward offensive advertising and brand retaliation has also proved significant. Originality/value The present study has filled a significant gap in the literature of brand hate by introducing brand hate as a mediator in the relationship of attitude toward offensive advertising and brand retaliation. It further added in the body of knowledge of brand hate by a moderated mediation mechanism of religiosity on the relationship of attitude toward offensive advertising and brand retaliation through brand hate. The present study has considered the non-offensive product being promoted through offensive advertising and explored the impact of attitude toward offensive advertising on brand hate and brand retaliation in Muslim consumers.

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“…Following Krippendorff (2018), content analysis is a research technique to make replicable and valid conclusions from the data to their context (Matthes & Prieler, 2020). It consists of data source, instrument, data collection, data analysis, and data trustworthiness.…”

Section: Methodsmentioning

confidence: 99%

Experiential Meaning Breadth Variations of the English-Bahasa Indonesia Alice in Wonderland Movie Texts

Perdana

Fajaruddin

Kiswaga³

et al. 2021

scr. j. j. linguist. engl. teach.

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Research on experiential meaning breadth of bilingual analysis is rarely performed. The research aims at describing (1) the experiential meaning breadth variations of Alice in Wonderland English- Bahasa Indonesia movie texts, (2) the contextual factors that motivate the occurrence of meaning and realization variations, and (3) the contextual effects of the meaning and realization variations in question on the context in reference to the target readers of the texts. The research used descriptive qualitative approach to make the interpretation and the research findings. The data were taken from Alice in Wonderland (2010) movie texts then measured and validated in terms of quantitative research then analyzed through several steps: classifying the data into realized and unrealized expressions, classifying the data into the categories or degrees of variations, classifying the higher degree of each clause compared, giving number of clauses and their process type, contrasting each analysis result, and drawing conclusions. Research results indicate that the most prominent degree of experiential meaning breadth variations falls into the “lowest” category of variation with 57.54%. This means that the Target Text is closely related to the Source Text and/ or the translator of Target Text applied source- based translation as regards experiential meaning breadth complexity. It is also strengthened by the average degree in each of the analysis falling in “very low” category. The contextual factors that motivate the occurrence of the variations consist of inter- textual and situational context (field, mode, and tenor). The contextual effects in reference to the target readers are related to two aspects; the readability and the purpose of creating the texts. The Target Text is readable for the target readers of the text, target readers feel entertained by interpreting the text. The purpose for creating the Target Texts is for education and gives effects for the target readers to enrich their vocabularies and improve their English skills.

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Nudity of Male and Female Characters in Television Advertising Across 13 Countries

Cited by 10 publications

References 63 publications

“I’m (Not) Offended by Whom I See!” The Role of Culture and Model Ethnicity in Shaping Consumers’ Responses toward Offensive Nudity Advertising in Asia and Western Europe

“I’m (Not) Offended by Whom I See!” The Role of Culture and Model Ethnicity in Shaping Consumers’ Responses toward Offensive Nudity Advertising in Asia and Western Europe

Brand hate and retaliation in Muslim consumers: does offensive advertising matter?

Experiential Meaning Breadth Variations of the English-Bahasa Indonesia Alice in Wonderland Movie Texts

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