Theodorakis, Ioannis G., Stathakopoulos, Vlasis, Koritos, Christos D., Kottikas, Konstantinos and Kottika, Efthymia (2016) When figures of speech and provocation went international: scuba diving into consumers’ reactions towards the use of figures of speech in international provocative ad appeal settings. In: American Marketing Association Global Marketing Special Interest Group Conference 2017, 6-8 April 2017, Havana, Cuba. (Unpublished)

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Abstract

The paper sets out to examine whether the use of frequently employed figures of speech (FOSs) such as metaphors and puns within international advertising contexts grounded in provocation alters consumers’ responses toward such advertising practices. Two experimental studies were conducted in order to assess whether FOSs can effectively alter viewers’ emotional and attitudinal reactions toward provocative ad techniques based on sex and violent appeals respectively. The results suggest that consumers are opposed to the use of provocation in international advertising and that the persuasive performance of FOSs largely depends on the topic in which provocation is grounded. In particular, using FOSs in sex appeal ad frames can reinforce consumers’ positive reactions toward relevant practices. However, employing such devices in violent ad settings is insufficient to mitigate negative responses. The paper is among the few to delve into two under-investigated topics in international advertising, namely the use of provocation as well as the use of FOSs, by examining such devices’ impactful role within provocative advertising settings in terms of consumers’ emotions and attitudes.

Item Type:	Conference or Conference Paper (Paper)
Uncontrolled Keywords:	Provocative advertisements, Sex, Violence, Figures of speech
Subjects:	H Social Sciences > H Social Sciences (General)
Faculty / School / Research Centre / Research Group:	Faculty of Business Faculty of Business > Department of Marketing, Events & Tourism
Last Modified:	15 May 2019 10:52
URI:	http://gala.gre.ac.uk/id/eprint/17030

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