Controversial messages through advertising.

198 Pages·2016·1.9 MB·English

by  Linnaeus University

Controversial messages through
advertising.

Bachelor Degree Project
20 August 2016
Authors:

Christos Filopoulos
[email protected]
Emeline Vongehr
[email protected]
Evangelia Zaimi
[email protected]
Examiner:
Monika Müller
Supervisor:
Joachim Timlon
Course Code:
2FE29E
Spring 2016
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Abstract

This study aims at describing controversial messages in advertising, and analysing the
consumers‟ attitudes towards it. For this research, both primary and secondary sources
were used, as we collected data from three focus groups, as well as information from
the media concerning the advertising campaigns used. Said campaigns are: United
Colors of Benetton “UNHATE”, Sisley “Fashion Junkies”, and a sample of some
American Apparel advertisements. Through this research, we elaborated the
relationship between the messages carried by controversial advertisements and the
decisions taken by consumers. Our findings show that the outcomes and impact of
controversial advertisements are hardly predictable, but they are influenced by the
content of the message and the way it is presented. We also present a link between the
consumers‟ decision-making process and their attitudes, together with how
controversial advertisements impact those attitudes and reactions towards a brand or
its products.

Keywords: *controversial advertisement, *attitudes, *subliminal messages,
*provocative, *perception, *consciousness, *motivations, *decision-making process

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Table of content
Abstract…..……………………………………………………………………………2
1. Introduction………………………………………………………………………..7
1.1 Background………….…………………………………………………………7
1.2 Problem Discussion……………………………………………………………8
1.3 Research Questions……………………………………………………..……10
1.4 Purpose.……………..………………………………………………………..10
2. Theoretical Framework…………………………………………………………..11
2.1 Advertisement and Controversial Advertisement…………………………....12
2.1.1. Advertisement…………………………………………………..….…12
2.1.2. Controversial Advertisement…………...…………………………….15
2.1.3. Social Communication through Advertisement……………………...17
2.2 Procedure Steps for causing Attitudes………………………………………..19
2.2.1. Consumers‟ Perception….……………………………………………19
2.2.2. Consciousness………………………………………………………...23
2.2.3. Subliminal Messages…………………………………………………25
2.3 Attitudes and Factors affecting them…………………………………………29
2.3.1 Attitudes……………………………………………………………....29
2.3.2 Culture, Geographical influences, Religion…………………………..30
2.4 Decision-making Process…………………………………………………….34
2.4.1 Consumer‟s motivations……………………………………………...34
2.4.2 Decision-making Process……………………………………………..37
3. Frame of Reference………………………………………………………………40
4. Methodology……………………………………………………………………..44
4.1.Research Approach…………………………………………….……………..44
4.1.1. Inductive Approach…………………………………………………..44
4.1.2. Qualitative Method……………………………………………...……45
4.2.Research Design……………………………………………………………...46
4.2.1. Experimental Research Design………………………………….……46
4.2.2. Focus Group………………………………………………………….49
4.2.3. Sample/Participants…………………………………………………..51
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4.2.4. Procedure……………………………………………………………..52
4.2.5. Arguments for the number of the focus groups………………………53
4.3.Research Contents…………………………………………………………....54
4.3.1. Benetton‟s “UNHATE”……………………………………………....54
4.3.2. Sisley‟s “Fashion Junkie”…………………………………………….55
4.3.3. American Apparel…………………………………………………….55
4.4.Research Quality……………………………………………………………..56
4.4.1. Reliability…………………………………………………………….56
4.4.2. Validity……………………………………………………………….56
4.5.Operationalization……………………………………………………………58
5. Empirical Results.………………………………………………..………………63
5.1.Overall data about participants……………………………………………….63
5.2.Idea/Product promoted...…………………………………………………......64
5.2.1. Benetton‟s “UNHATE”………………………………………………64
5.2.2. Sisley‟s “Fashion Junkie”…………………………………………….65
5.2.3. American Apparel…………………………………………………….65
5.3.Provocative elements in advertisement………………………………………67
5.3.1. Benetton‟s “UNHATE”………………………………………………67
5.3.2. Sisley‟s “Fashion Junkie”…………………………………………….68
5.3.3. American Apparel…………………………………………………….69
5.4.Subliminal messages……………………………………………………...….71
5.4.1. The place of women………………………………………………….71
5.4.1.1.Benetton‟s “UNHATE”………………………………………71
5.4.1.2.Sisley‟s “Fashion Junkie”…………………………………….72
5.4.1.3.American Apparel…………………………………………….73
5.4.2. The role of sex………………………………………………………..74
5.4.2.1.Benetton‟s “UNHATE”………………………………………74
5.4.2.2.Sisley‟s “Fashion Junkie”…………………………………….75
5.4.2.3.American Apparel…………………………………………….76
5.5.Consumers‟ reactions towards advertising…………………………………...78
5.5.1. Benetton‟s “UNHATE”………………………………………………78
5.5.2. Sisley‟s “Fashion Junkie”…………………………………………….79
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5.5.3. American Apparel…………………………………………………….80
5.6.Attitudes towards advertisements – Influences on purchasing process………81
6. Data Analysis…...………………………………………………………………..85
7. Conclusions………………………………………………………………………94
7.1.Conclusions…………………………………………………………………..94
7.2.Recommendations……………………………………………………………96
7.3.Limitations……………………………………………………………………97
7.4.Suggestions…………………………………………………………………...98
References……………………………………………………………………….….100
Appendix……………..……………………………………………………………..112
1. Figures……...……………………………………………………………….112
1.1 Fig.1. ……………………………….………….…………………….....112
1.2 Fig.2…………………...……………………….…….............................113
1.3 Fig.3……………………….……………………....................................113
1.4 Fig.4….…………………………………………....................................114
1.5 Fig.5…..……………………………………….……………………......114
1.6 Fig.6…………………...……………………………………………......115
1.7 Fig.7………..………………………………...…....................................116
1.8 Fig.8……...……………...………………………………………….......116
1.9 Fig.9……...……………………………………………………………..117
1.10 Fig.10………………….………………………………..........................117
1.11 Fig.11……………………..………………………………….………....118
1.12 Fig.12…………………...………………………………………………118
1.13 Fig.13………...…………………………………………........................119
1.14 Fig.14……..…………………………………………………………….119
1.15 Fig.15………………………...………………………………………....120
1.16 Fig.16…………………………………...…………….………………...120
1.17 Fig.17...…………………………………………………………............121
2. Sample………………..…………………………..…………………………122
3. Transcripts of Focus Groups…………..…………………………………....126
3.1 Focus Group 1……………………………………………………….…126
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3.2 Focus Group 1 – Participants‟ Notes...…………………………………153
3.3 Focus Group 2………………………………………………………….155
3.4 Focus Group 2 – Participants‟ Notes...…………………………………184
3.5 Focus Group 3……………………………………………….…………186
3.6 Focus Group 3 – Participants‟ Notes…………………………………..198

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1. Introduction

The general topic of our thesis is consumers‟ attitudes towards controversial
advertising. Advertisements are omnipresent and create a lot of different reactions
from the way one thinks to how one acts. Also, they represent a link between
companies and customers that people cannot avoid today, as advertising uses different
types of communication channels aiming to reach a large public.

1.1.Background

Advertising represents the main communication mean between companies and
consumers, as it allows to “communicate ideas and informations to the public for a
variety of purposes and objectives” (Wedding, 1975, p.6). The reason why
controversial advertising is a subject of interest can also be explained by the amount
of reactions it creates among consumers. It can call into question habits, customs, and
beliefs, leading to debates and disagreements, a consequence of the “need to push
boundaries in creating the kind of attention – grabbing and innovative advertising
required to get noticed in a marketplace characterised by clutter (Rumbo, 2002; cited
by Patterson et al., 2009, p.10). Also, advertising is omnipresent, something that
everyone has to deal with in everyday life, especially considering the growing amount
of possibilities for social interactions (Frazer, 1979, p.44).

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1.2.Problem Discussion

As noted by Puccinelli et al., 2015, the “advertising landscape is more challenging
than ever”; advertising takes the shape of television or radio spots, or advertising
hoardings bordering the streets. The competition to gain the consumers‟ attention is
fierce, and the brands have to deploy new strategies to conquer their customers.
However, sometimes this will of outstanding can be too much, and the promotion
campaign appears shocking or provocative (Patterson et al., 2009, p.10).

Controversial advertisement aims at drawing people‟s attention; the messages carried
are purposely supposed to bring the audience to react to it, to debate, show agreement
or disagreement. It should leave a strong impression on people‟s minds, and allow
them to remember the brand or the product in an easier way than the rival companies
(Patterson et al., 2009, p.10).

However, one point about that kind of advertising is that, if the advertisement is
perceived as controversial, people might not trust the product promoted or the brand
behind the operation. If people do not trust the product, the relationship between the
brand and the consumers is shattered. According to Koschate-Fischer & Gärtner
(2015, p.1), “trust is at the heart of the brand-consumer relationship”. Also, trust is an
element that “shows the relationship between a consumer and a brand could go
beyond satisfaction” (Belaid & Behi, 2011; cited by Koschate-Fischer & Gärtner,
2015, p.1), suggesting that “this relationship is worth more than just a transaction”
(Hess & Story, 2005; cited by Koschate-Fischer & Gärtner, 2015, p.5).

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The second point about controversial advertising is that it appears as a gamble from
the company promoting such type of message. Not all consumers stand that type of
promotion and people can be very critical about it. Depending on the subject or the
pictures used, the reactions will be different. One can assume that there will always be
some people supporting one campaign, while others will be against the message
carried, and the third category of people will feel neutral about it. However, if the
promotion and the debates caused are not controlled, the company's image and
reputation can be damaged to the worst. There are a lot of associations and legal
organs paying attention and supervising the different advertisements released
(Patterson et al., 2009, p.9).

One should also be aware of the aspect “food for thought” of advertising. This
particularly applies to controversial advertisements, as it aims to bring the audience to
react to it. However, not everyone is able to understand the core message of the
advertisement every time. Sometimes, we can detect hidden messages in advertising,
but people may not be able to figure it out or understand the real purpose of the
advertisement. Also, it should be noted that people “are naturally inclined to avoid
tasks that they find cognitively demanding” (Puccinelli et al., 2015, p.4). It can be
assumed that people usually will not do much research to understand what can be
hidden behind an advertisement. This can lead to a misunderstanding of the core
message, for example. As seen, “when consumers watch a commercial that is
cognitively demanding, they should be less likely to engage in extensive message
elaboration, which will impair brand recall” (Puccinelli et al., 2015, p.4). This shows
the possibility that if an advertisement asks for too much reflection, then it can lead to
a failure: lack of impact of the campaign, lack of interest in the product or the brand
from the consumer.

In order to avoid this kind of situation, some rules have to be respected, taking care of
both consumers and industry standards.
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1.3.Research Questions

 How advertisement containing controversial messages impact consumers‟
attitudes?

 How does the consumers‟ purchasing decision process work and how does it
interact with the subliminal messages received through advertisement?

1.4.Purpose

This study aims at providing a new enlightenment concerning the relationship
between the messages carried through advertisement, and the decisions made by
consumers. By conducting a qualitative study and gathering empirical data, the
authors would like to bring additional information to the marketing field, especially to
further understand how advertising can influence the consumers‟ motivation when
considering the purchasing decision. For this research, the authors decided to choose
controversial advertisements, as they are meant to have a stronger impact on
consumers‟ minds.

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