UK/Asian Response to Sexually Explicit Advertising

Writing this dissertation has been extremely difficult, demanding, and extremely prison term consuming, to a greater extentover it has also pass ond insight into exactly how practically of an impact, good or otherwise, sexually implicit announce has on a predominantly sheltered society. There are unfortunately a limited number of experimental studies that make been completed on this subject, and perhaps through the offering of this thesis can more march on and concurrent data be exhumed and learned from.I would like to thank my professors and supervisors at the University that commit helped me along the federal agency in ensuring that I was kept on track during the entire process, for they have been instrumental in serving me through the more difficult times and the rough spots that I endured from time to time.It is anticipated that this thesis will only be the beginning forage into an unknown and provocative world of ad and raise additional material to carry on with future students.The world of advertising has the inevitable task of having to cater to all factions of societies in which companies prove to capture a share of the consumer market. Advertisers must tailor its gets at delivering fault messages depending on the target audience, be it members of Western or Eastern heathenish groups.The reaction to sex in advertising can be viewed in a positive or negative fashion, depending on the set and wisdoms of those who view the ads. The entire process of ensuring fluidity with public perception is entirely up to the advertisers themselves, and what is acceptable in the West is not al miens the case in the East.More specifically, Western coatings tend to have a much higher tolerance of sexual imagery, while Eastern cultures tend to generally be more pique by ads that exploit sexuality to promote consumer products.The same ads whitethorn generate vastly different responses when viewed by members of the two divergent cultural groups. The d ramatic difference in the response the ads generate is due to cultural beliefs, practices, and ideals that promote varying attitudes toward sex among those who live in Western societies and those who live in Eastern societies.As mavin of the more provocative global advertisers, Benetton continually looks to engage the public in their form of sexually-driven advertising in an attempt to gauge the reaction of the public.Although Benetton is only one of the major Western advertisers that is making inroads in the easterly hemisphere, they have an interesting task of marketing to more conservative sectors of society, mainly the Asian people. The Asian association has a long-standing infix value system that may or may not ever puss up to the waxen Western culture group.Due to the cultural differences that exist in Asian culture, Western-based advertisers have a formidable task in figuring out how to deliver brand messages in ways that are both effective and culturally acceptable. Thi s poses a significant challenge to advertisers, because they must thoroughly research the ideals and beliefs of those to whom they seek to direct their brand messages.When looking at advertisements with sexual undertones, Western culture views this type of traumatize advertising as generally accepted and it is not really given a second shine as it is viewed as an acceptable part of societal values. But, in the eastern hemisphere, this type of culture shock may be acceptable with the younger generation, albeit not as gregariously as with their western counterparts, but with the aged generation of Asian and UK families, attitudes toward this type of sexually explicit advertising are not perhaps as accommodating.UK/Asian Response to wind upually Explicit AdvertisingWriting this thesis has been extremely hard, demanding and extremely time consuming, but has also provided insight into exactly how much of an impact, good or otherwise, sexually implicit advertising has on a predominantl y sheltered society.There is unfortunately a limited number of empirical studies that have been completed on this subject and perhaps through the offering of this thesis can more modernistic and concurrent data be exhumed and learned from.I would like to thank my professors and supervisors at the University that have helped me along the way in ensuring that I was kept on track during the entire process and has been instrumental in destiny me through the more difficult times and the rough spots that I endured from time to time.It is anticipated that this thesis will only be the beginning forage into an unknown and provocative world of advertising and provide additional material to carry-on with future students.ABSTRACTThe world of advertising has the inevitable task of having to cater to all factions of society, be it western or eastern cultural groups, and the reaction to sex in advertising can be viewed in a positive or negative fashion. The entire process of ensuring fluidity wi th public perception is entirely up to the advertisers themselves and what is acceptable in the west is not always the case in the east.One of the more provocative global advertisers, Benetton, continually looks to engage the public in their form of sexually-driven advertising in an attempt to gauge the reaction of the public.Although Benetton is only one of the major western advertisers that is making inroads in the eastern hemisphere, they have an interesting task of marketing to a societal sector, mainly the Asian people, that have a long-standing embedded value system that may or may not ever catch up to the impressionable western culture group.When looking at advertisement with sexual undertones, western culture views this type of shock advertising as generally accepted and not really given a second glance as it is viewed as an acceptable part of societal values but, in the eastern hemisphere, this type of culture shock may be acceptable with the younger generation albeit not a s gregariously as with their western counterparts but, with the older generation of Asian and UK families this type of sexually explicit advertising is not perhaps as accommodating.REFERENCES Albers-Miller, N. D. (1996). Designing cross-cultural advertising research a closer look at paired comparisons. International Marketing Review 13(5) 59-75.Albers-Miller, N. D. and B. D. Gelb (1996). Business Advertising Appeals as a Mirror Of Cultural Dimensions A Study of Eleven Countries. Journal of Advertising 25(4) 57-70.Alden, D. L., W. D. Hoyer, et al. (1993). Identifying Global and Culture-Specific Dimensions in Humor in Advertising A Multinational Analysis. Journal of Marketing 57(2) 64-75.Andrews, J. C. and S. Durvasula (1994). Testing the Cross-National Applicability of U.S. and RussianAdvertising Beliefs and Attitude Measure. Journal of Advertising 23(1) 71-83.Belk, R. W. and W. J. Bryce (1986). Materialism and unmarried Determinism in U.S. and JapaneseTelevision Advertising. Advan ces in Consumer Research 13 568-672.Belk, R. W., W. J. Bryce, et al. (1985). Advertising Themes and Cultural Values A Comparison of U.S. and AsiaCentre for Adolescents and Family Studies. 2003. Sex in Advertising. http//education.indiana.edu/cas/tt/v1i3/advertising.html