Offensive Advertising : Advertising, Muslims, And Consumer Behaviour

9514 Words Jun 15th, 2015 39 Pages
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). The…
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