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论文作者:www.51lunwen.org论文属性:作业 Assignment登出时间:2015-02-10编辑:Cinderella点击率:12654
论文字数:5003论文编号:org201502071151057746语种:英语 English地区:英国价格:免费论文
摘要:本文研究了宗教取向对广告受众态度的影响。作者选取伊斯兰教徒为例,研究其对不合乎伊斯兰道德体系类广告的态度,并进行了深入分析。
Indecent Advertising
As described by The Indecent Advertisements Prohibition Act of Pakistan 1963, indecent advertising refers to all those advertisements that make use of such images, words or any other cues that may induce sensuality or excitement of impure thoughts in the mind of an ordinary individual. A more specific definition of indecent advertising with respect to our research is given by Saeed and Beekun: Advertisements that are repugnant to the spirit of Shariah and make use of emotional appeals, sex appeals, use of romantic language, use of half skirt girls and young model girls in advertising campaigns to please and attract customers to maximize profits and increase market share. (Saeed 2001, Beekun 1997)
Importance of Advertising
The story behind any successful brand/product is rarely complete without the mention of an effective marketing campaign. Advertising is a marketing tool often used not only to communicate with the consumers in order to make them aware of the product rather to convince them to buy it. In order to achieve this objective, advertising agencies use advertising appeals such as sexist images, adventures and romantic language (Rice, G., 1999; Saeed, M., Z.U. Ahmed and S.M. Mukhtar, 2001)
While it is not always the case however some advertisements go against moral and cultural norms of a society. When this happens, the response of the public is often that of resentment towards the advertisement and they may feel offended. Marketers often use elements such as status, desire and sex appeal for their products especially when there is a lack of brand differentiation (Ghanimi).
Issues in Advertising
Jean J Boddewyn (1991) distinguishes between ‘hard’ and ‘soft’ issues in advertising. Hard issues surround o ‘deceptive character’ of advertisement and ‘proper substantiation of advertising claims’. Soft issues on the other hand reflect values related to one’s culture and subjectively held opinions, as a result of which it is difficult to have one generic definition for what exactly is classified as a soft issue. There are 5 categories of soft iss本论文由英语论文网提供整理,提供论文代写,英语论文代写,代写论文,代写英语论文,代写留学生论文,代写英文论文,留学生论文代写相关核心关键词搜索。