I have however, submitted this report for your review and to further guide your future marketing decisions. The report is a comprehensive one and raises all issues with offensive advertising.
After reading wide on the theory of advertising and what the society considers as offensive, I set off to do a survey using Dale Wurfel Used Vehicles. Luxury German auto-maker BMWs original 2008 ad featured a female model lying on a bed, looking seductively at the camera. Both ads display the same image. This ad features a young blonde woman who is considered a non virgin as the copy reads “You know you are not really the first. But do you really care?” Well, used car owners may not care about buying a used car but I’m sure many women will care that they are being objectified in order to sell used cars. The two images are displayed below. 7
To examine how consumers react to print advertisements on second hand cars that have been labeled as offensive. I also compare the dimensions of consumer perceptions for different respondents and how consumer perceptions are related with intentions to reject the products and the brands because of the ads.
A survey of 25 respondents aged 17 to 58 from Strathoy, Ontario where the used Dale Wurfel dealership is located. A questionnaire with two ads containing sexism and other themes was constructed. Data were collected through the neighborhood.
Findings on perceptions of the offensive advertisements among the respondents were mixed. Overall, as expected, older respondents were less accepting of offensive advertising, as they liked the advertisements less than younger respondents. However, they were also more likely than younger respondents to find the advertisements convincing and informative. Results showed that old respondents and young respondents had different dimensions of advertising perceptions. The two print advertisements that received the most negative perceptions both contained sexually-oriented body images. The