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How consumers react to print advertisements on second hand cars that have been labeled as offensive? - Research Paper Example
Author : blockgraciela
Journalism & Communication
Pages 11 (2761 words)
This study was motivated to take an in-depth look at the adverts that have been regarded as offensive and how it affects the society. With firms increasingly using advertising as a way of boosting sales, there needs to be a way to monitor and give views on what these firms present to the society…
The research looked at the effects of offensive advertising featured by Dale Wurfel Used vehicles on the consumers. The results of the study were mixed. It was expected that the respondents would perceive the advertisements more negatively this was only partly the case. Some considered the ads more often offensive, uncomfortable, disgusting and impolite while others judged them to be more irritating and ridiculous. It seems, however to suggest that consumers are more likely to appreciate the creative elements in the potentially offensive advertisements. Other consumers, however, are likely to appreciate the informative elements in the potentially offensive advertisements. The survey also demonstrates that advertisers in have to be careful when using potentially offensive advertisements. Results indicate that the more negative the ads are perceived, the higher the likelihood of rejecting the products and the brands. This was especially true for some respondents, who showed a significant higher tendency to reject the products and the brands. The less creative/appealing the ad was the higher the likelihood of rejecting the products and the brands. The “creative/appealing” factor was the most important factor to explain and predict the rejection of the products and the brands. To conclude, the survey provides evidence that different consumers in the two cultures react differently to offensive print advertising of a limited type of offensiveness. ...