Preferencje help
Widoczny [Schowaj] Abstrakt
Liczba wyników
2018 | nr 1 (201) | 109--125
Tytuł artykułu

The Perception of Sexually Provocative Advertisements of American Apparel by Generation Y in Poland

Treść / Zawartość
Warianty tytułu
Języki publikacji
In this paper we show results of a survey aiming to study the attitudes of young Poles towards sexual appeals and ethical issues in advertising on the example of American Apparel. A strong majority thought that the use of sex appeals was provocative and distasteful. The negative feelings about a sexually provocative advertisement of American Apparel were not compatible with the respondents' opinion about the ad. There were some notable gender differences. More women than men thought of the ad as distasteful and immoral. More women were indifferent to shockvertising, while more men were rather negative. Women thought more often than men that ethical problems in advertising should be solved using legislation and that ethical problems in advertising are culture bound. (original abstract)
Opis fizyczny
  • University of Lodz
  • University of Lodz
  • Aggarval, P., Vaidyanathan, R., and Castleberry, S. 2012. Managerial and Public Attitudes Toward Ethics in Marketing Research, Journal of Business Ethics 109 (4): 436-481.
  • Ameen, E., Guffey, D., and McMillan, J. 1996. Gender Differences in Determining the Ethical Sensitivity of Future Accounting Professionals, Journal of Business Ethics 15: 591-597.
  • Aniszewska, G. 2015. Zmiany pokoleniowe a decyzje i wybory konsumenckie, Marketing i Rynek 1: 2-7.
  • Arlow, P. 1991. Personal Characteristics in College Students' Evaluations of Business Ethics and Corporate Social Responsibility, Journal of Business Ethics 10: 63-69.
  • Beutel, A., and Marini, M. 1995. Gender and Values, American Sociological Review 60 (3): 436-448.
  • Bruce, J. 2015. Morality from the Classroom to the Boardroom: The Moral Foundations and Financial Risk Perceptions of Business Students, Conference Papers-American Sociological Association, pp. 1-32.
  • Cohen, J., Pant, L., and Sharp, D. 1998. The Effect of Gender and Academic Discipline Diversity on the Ethical Evaluations, Ethical Intentions, and Ethical Orientation of Potential Public Accounting Recruits, Accounting Horizons 12: 250-270.
  • Dawson, L. 1997 Ethical Differences between Men and Women in the Sales World, Journal of Business Ethics 16: 1143-1152.
  • De Pelsmacker, P., and Van Den Bergh, J. 1996. The Communication Effects of Provocation in Print Advertising, International Journal of Advertising 15 (3): 203-221.
  • De Pelsmacker, P., Geuens, M., and Van Den Bergh, J. 2010. Marketing Communications: A European Perspective. New Jersey: Pearson Education.
  • Edwards, K. 2014. The Risks of Stereotyping, Multilingual 25 (4): 20-21.
  • García-Gómez, A. 2017 Teen Girls and Sexual Agency: Exploring the Intrapersonal and Intergroup Dimensions of Sexting, Media, Culture & Society 39 (3): 391-407.
  • Gordon, N. S. A. 2009. Globalization and Cultural Imperialism in Jamaica. The Homogenization of Content and Americanization of Jamaican TV through Programme Modeling, International Journal of Communication 3: 307-331.
  • Grębowiec, M, 2010. Reklamy kontrowersyjne i ich wpływ na podejmowanie decyzji nabywczych przez konsumentów, Zeszyty Naukowe. Polityki Europejskie, Finanse i Marketing 3: 444-455.
  • Grundey, D. 2007. Global Marketing Ethics: Social and Emotional-Psychological Issues in Advertising to Children, Transformations in Business and Economics 6 (2A): 41-64.
  • Gurrieri, L.,Brace-Govan, J., and Cherrier, H. 2016. Controversial Advertising: Transgressing the Taboo of Gender-Based Violence, European Journal of Marketing 50 (7/8): 1448-1469.
  • Henthorne, T. L., and La Tour, M. S. 1995. A Model to Explore the Ethics of Erotic Stimuli in Print Advertising, Journal of Business Ethic 14: 561-569.
  • Herbertson, K. 2014. Sex Sells? Lingerie Marketing: the Two Extremes. Morally Marketed, December 2 // (referred on 31/01/2015).
  • Hinton, P. R. 2013. Returning in a Different Fashion: Culture, Communication and Changing Representations of 'Lolita' in Japan and the West, International Journal of Communication 7: 1582-1602.
  • Huang, Y., and Lowry, D. T. 2012. An Analysis of Nudity in Chinese Magazine Advertising: Examining Gender, Racial and Brand Differences, Sex Roles 66 (7): 440-452.
  • Kadić-Maglajlić, S., Arslanagić-Kalajdžić, M., Micevski, M., Michaelidou, N., and Nemkova, E. 2015. Controversial Advert Perceptions in SNS Advertising: the Role of Ethical Judgement and Religious Commitment, Journal of Business Ethics, DOI: 10.1007/sl0551-015-2755-5.
  • Keith, N., Pettijohn, C., and Burnett, M. 2008. Ethics in Advertising: Differences in Industry Values and Student Perceptions, Academy of Marketing Studies Journal 12 (2): 81-96.
  • Kjus, Y. 2009. Idolizing and Monetizing the Public: The Production of Celebrities and Fans, Representatives and Citizens in Reality TV, International Journal of Communication 3: 277-300.
  • Lah, M., Ilič, B., and Golob, U. 2009. Advertising of Domestic and Foreign Firms in Slovenia During Ten-years Transition Period, Transformations in Business and Economics 8 (2): 135-148.
  • Lane, J. 1995. Ethics of Business Students: Some Marketing Perspectives, Journal of Business Ethics 14 (70): 571-580.
  • La Tour, M. S., and Henthorne, T. L. 1994. Ethical Judgments of Sexual Appeals in Print Advertising, Journal of Advertising 23 (3): 81-90.
  • Maciejewski, J. I. 2004. Is the Use of Sexual and Fear Appeals Ethical? A Moral Evaluation By Generation Y College Students, Journal of Current Issues & Research in Advertising 26 (2): 97-105.
  • Manyiwa, S., and Brennan, R. 2012. Fear Appeals in Anti-Smoking Advertising: How Important is Self- Efficacy?, Journal of Marketing Management 28 (11-12): 1419-1437
  • Mast, J. 2016. The Dark Side of "Reality TV": Professional Ethics and the Treatment of "Reality"-Show Participants, International Journal of Communication 10: 2179-2200.
  • Mc Nichols, C., and Zimmerer, T. 1985. Situational Ethics: An Empirical Study of Differentiators of Student Attitudes, Journal of Business Ethics 4: 175-180.
  • Mittal, B., and Lassar, W. M. 2000. Sexual Liberalism as a Determinant of Consumer Response to Sex in Advertising, Journal of Business and Psychology 15(1): 111-127.
  • Nowakowski, K. 2008. Raport z badania społecznej odpowiedzialności mediów w systemie gospodarki narodowej, (accessed 06.05.2017).
  • Odyseja Public Relations, OMG! czyli jak mówić do polskich milenialsów, November 2014 // (referred on 19/03/2017).
  • Payne, D., and Pressley, M. 2013. A Transcendent Code of Ethics for Marketing Professionals, International Journal of Law and Management 55 (1): 55-73.
  • Peterson, R., Beltramini, R., and Kozmetsky, G. 1991. Concerns of College Students Regarding Business Ethics: A Replication, Journal of Business Ethics 10 (10): 733-738.
  • Petro, G. 2012. The Future Of Fashion Retailing: The Zara Approach (Part 2 of 3), Forbes Magazine, October 25 // (referred on 20/05/2015).
  • Pope, N. K. L., Voges, K. E., and Brown, M. R. 2004. The Effect of Provocation in the Form of Mild Erotica on Attitude to the Ad and Corporate Image, Journal of Advertising 33 (1): 69-82.
  • Preston, C. 2004. Children's Advertising: the Ethics of Economic Socialization, International Journal of Consumer Studies 28 (4): 364-370.
  • Putrevu, S. and Swimberghek, K. 2013. The Influence of Religiosity on Consumer Ethical Judgments and Responses Toward Sexual Appeals, Journal of Business Ethics 115 (2): 351-365.
  • Reichert, T., La Tour, M.S., and Ford, J.B. 2011. The Naked Truth, Journal of Advertising Research 51 (2): 436-448.
  • Reidenbach, R. E., and Robin, D. P. 1991. Epistemological Structures in Marketing: Paradigms, Metaphors and Marketing Ethics, Business Ethics Quarterly 1 (2): 185-200.
  • Robin, D., and Babin, L. 1997. Making Sense of the Research on Gender and Ethics in Business: A Critical Analysis and Extension, Business Ethics Quarterly 7: 61-90.
  • Rome, A., and lbrahim, E. 2015. A Cross-Cultural Comparison of Female Nudity Perception in Print Advertising among Female Consumers in the UK and the Netherlands, in: K. Kubacki (ed.), Ideas in Marketing: Finding the New and Polishing the Old. Proceedings of the 2013 Academy of Marketing Science (AMS) Annual Conference. Ruston: Springer, p. 298.
  • Schlegelmilch, B. B., and Öberseder, M. 2010. Half a Century of Marketing Ethics: Shifting Perspectives and Emerging Trends, Journal of Business Ethics 93 (1): 1-19.
  • Schewe, C., Debevec, K., Madden, T., Diamond, W., Parment, A., and Murphy, A. 2013. 'If You've Seen One, You've Seen them All!' Are young Millenials the Same Worldwide?, Journal of International Consumer Marketing 25 (1): 3-15.
  • Schminke, M., Ambrose, M., and Miles, J. 2003. The Impact of Gender and Setting on Perceptions of Others' Ethics, Sex Roles 48 (7/8): 361-375.
  • Sengupta, J., and Dahl, D. W. 2008. Gender-related Reactions to Gratuitous Sex Appeals in Advertising, Journal of Consumer Psychology 18 (1): 62-78.
  • Sink, A., and Mastro, D. 2017. Depictions of Gender on Primetime Television: A Quantitative Content Analysis, Mass Communication & Society 20 (1): 3-22.
  • Sirtautas, V. V., and Sirtautiene, D. 2009. Consumers' Attitudes towards TV Commercials and the Tendencies of their Behaviour in the Lithuanian Market: A Generational Study, Transformations in Business and Economics 8 (3B): 249-264.
  • Sirtautiene, D., and Sirtautas, V. V. 2009. Consumer Market Segmentation on the Base of Evaluating TV Commercials, Transformations in Business and Economics 8 (2): 150-168.
  • Spake, D., Megehee, C., and Franke, G. 2007. Students' views of ethical behavior and the impact of association, Marketing Education Review 17 (3): 33-47.
  • Tai, S. 1999. Advertising Ethics: the Use of Sexual Appeal in Chinese Advertising, Teaching Business Ethics 3 (1): 87-100.
  • Thoma, S. 1986. Estimating Gender Differences in the Comprehension and Preference of Moral Issues, Developmental Review 6: 165-180.
  • Vézina, R., and Paul, O. 1997. Provocation in Advertising: A Conceptualization and an Empirical Assessment, International Journal of Research in Marketing 14 (2): 177-192.
  • Włodarczyk-Śpiewak, K. 2009. Polish Consumers' Preferences in the Era of Globalisation, Transformations in Business and Economics 8 (3B): 216-235.
  • Yan, R., Ogle, J. P., and Hyllegard, K. H. 2010. The Impact of Message Appeal and Message Source on Gen Y Consumers' Attitudes and Purchase Intentions toward American Apparel, Journal of Marketing Communications 16 (4): 203-224.
  • Yates, D., and Pillai, V. 2003. "Female vs. male morality: Religiosity and delinquency revisited," Conference Papers-American Sociological Association. 2003 Annual Meeting, Atlanta, GA, pp. 1-35.
  • Yeung, W.-I. T. L. (2003), Combating deceptive advertisements and labelling on food products-an exploratory study on the perceptions of teachers, International Journal of Consumer Studies 27 (3): 235.
Typ dokumentu
Identyfikator YADDA

Zgłoszenie zostało wysłane

Zgłoszenie zostało wysłane

Musisz być zalogowany aby pisać komentarze.
JavaScript jest wyłączony w Twojej przeglądarce internetowej. Włącz go, a następnie odśwież stronę, aby móc w pełni z niej korzystać.