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在当今这个竟争激烈的社会，广告在组织成功当中起到了巨大作用。组织运用各种广告来吸引客户，争取获得更大的市场股份。在这样做时，他们会尽力寻找不与某一国家文化价值观冲突的广告诉求。举个例子，在伊斯兰道德体系下，不允许企业使用情感诉求、性欲诉求，不能够使用浪漫语言，广告中不得出现身着短裙的女孩或年轻女模特。这些类型的促销活动是欺骗性、不道德的，与伊斯兰教法精神不一致。

然而越来越多的看起来与伊斯兰教法精神相冲突的广告开始涌现。本文目标是分析宗教认知对于巴基斯坦伊斯兰教徒们的态度影响，研究其对不符伊斯兰道德体系的广告采取何种态度。

问题陈述——Problem Statement

宗教取向对不得体广告受众态度的影响是什么？

关键词定义——Definition of Key Terms

宗教取向。奥尔波特在宗教心理学理论领域的先锋研究，被大多数研究宗教取向的学者们认为是起点。宗教取向，宗教狂，或者是笃信，都是十分宽泛的概念，研究学者对其使用是可交换的。奥尔波特和罗斯已经对其分成了两大类，对相关概念解释的更加清晰，它们是：内在宗教取向和外在宗教取向。

In the contemporary competitive world, advertising plays an important role in the success of organizations. Various kinds of advertising appeals are used by organizations today in the quest to lure the customers and gain maximum market share. In doing so, they often resort to advertising appeals that do not conform to the cultural values and norms of a particular country. For example,Under the Islamic ethical system, it is not permissible to use 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. Such types of promotional activities are fraudulent, deceptive and unethical in nature and are repugnant to the spirit of Shari’ah (Saeed, 2001)

Yet increasingly a number of advertisements are appearing that seem to go against the rules defined by the Shariah. This research report aims at analyzing how the religious perceptions of Muslims in Pakistan affect their attitude towards indecent advertisements which do not conform to the rules of an Islamic ethical system.

问题陈述——Problem Statement

What is the Impact of religious orientation on attitudes towards indecent advertisements?

关键词定义——Definition of Key Terms

Religious Orientation. Allport’s theory on the Psychology of Religion being the pioneer of the field is taken as a starting point by most of the researches concerning religious orientation. (Kirkpatrick and Wood, 1990) ‘Religious orientation’, ‘religiosity’ or ‘religiousness’ are broad terms that have been used interchangeably by different researchers. The work of Allport and Ros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。