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Controversial messages through advertising.
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2016 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This study aims at describing controversial messages in advertising, and analysing the consumers‟ attitudes towards it. For this research, both primary and secondary sources were used, as we collected data from three focus groups, as well as information from the media concerning the advertising campaigns used. Said campaigns are: UnitedColors of Benetton “UNHATE”, Sisley “Fashion Junkies”, and a sample of some American Apparel advertisements. Through this research, we elaborated the relationship between the messages carried by controversial advertisements and the decisions taken by consumers. Our findings show that the outcomes and impact of controversial advertisements are hardly predictable, but they are influenced by the content of the message and the way it is presented. We also present a link between the consumers‟ decision-making process and their attitudes, together with how controversial advertisements impact those attitudes and reactions towards a brand or its products.

Place, publisher, year, edition, pages
2016. , 198 p.
Keyword [en]
controversial advertisement, attitudes, subliminal messages, provocative, perception, consciousness, motivations, decision-making process
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-55674OAI: oai:DiVA.org:lnu-55674DiVA: diva2:954168
Subject / course
Business Administration - Marketing
Educational program
Marketing Programme, 180 credits
Presentation
2016-05-31, Växjö, 16:04 (English)
Supervisors
Examiners
Available from: 2016-09-02 Created: 2016-08-20 Last updated: 2016-09-02Bibliographically approved

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Controversial messages through advertising.(1943 kB)308 downloads
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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf