Offensive Advertising Advertising, Muslims, And Consumer...

Chapter 2: Literature Review In this chapter we will try to deepen our understanding of the research problem at hand. Hence we will review the following constructs: offensive advertising, advertising in Egypt, consumers of an Arab world Muslim majority country such as Egypt, religiosity for Muslims and purchase intentions in order to further our understanding of the connection between advertising as a marketing tools, Muslims and consumer behaviour. 2.1 The nature of offensive advertising In an age where consumers are exposed to an estimated 3,000 to 20,000 advertisements per day; where the higher numbers include every time you pass by a label in a grocery store, all the ads in your mailbox whether you see them or not, the label on everything you wear, etc (David Lamoureux, 2014); controversial advertisement techniques (also known as shock appeals, provocative appeals or offensive advertisement) has become the obvious answer to attract consumers. Although opinions vary on whether shock is a legitimate creative technique (Shannon, 1995; Van Munching, 1998) or a gratuitous attention-grabbing gimmick (Horovitz, 1992; Van Munching, 1998), press accounts and studies make it clear that shock is a widely used advertising appeal and a valid strategy to capture attention (Cosper, 1997; Schlossberg, 1991; Shannon, 1995; Sellar, 1999; Vagnoni, 1999; Van Munching, 1998; Wald, 1999; Vezina and Paul, 1997; Pope, Voges, and Brown 2004; Prendergast, Ho, and Phau 2002; Fogul, 2002). TheShow MoreRelatedUse Of Offensiveness And Offensive Advertising On The Arab World Muslim Dominated Country1634 Words   |  7 PagesThis research investigates the nature of offensiveness and offensive advertising from the viewpoint of the millennial youth in Egypt (an Arab world Muslim dominated country). It aims to understand what these youth reflections on religiosity are and whether they affects their views on what is considered to be offensive in advertisin g. 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