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학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2015.6
- 수록면
- 236 - 249 (14page)
- DOI
- 10.1080/20932685.2015.1032317
이용수
초록· 키워드
오류제보하기
Facebook pages of two selected companies were examined: Dolce & Gabbana (D&G) and American Apparel (AA). The current study compares two brands with different target markets, products, and price points, both of which are known for their provocative and controversial advertising campaigns. This study aims to understand consumers’ perceptions of the controversial marketing practices based on the two theories of sexual objectification and ethical judgments, using qualitative content analysis. Our findings confirm that sexual appeal is no longer a compelling factor in advertising for consumers. Consumers noted problems with branding strategies that have been used by AA, claiming such advertising harms their brand image.
Considering the brand’s financial struggles and media criticism aimed at it, it would seem wise for AA to cease its inappropriate marketing campaigns and focus on ethical marketing claims. It is time for the company to consider its role in social responsibility from both the ideological and utilitarian visions of ethics to balance social responsibility and profitability.
목차
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참고문헌 (43)
참고문헌 신청
AFP / Britain bans “offensive and irresponsible” American Apparel ads. Business Insider
American Apparel / American Apparel is an industrial revolution
Bartky, S. L. / 1990 / Femininity and domination: Studies in the phenomenology of oppression / Routledge
Chan, K. / 2007 / Consumers’ response to offensive advertising: A cross cultural study / International Marketing Review 24:606~628
Collins, R. L. / 2011 / Content analysis of gender roles in media: Where are we now and where should we go? / Sex Roles 64:290~298
American Apparel / American Apparel is an industrial revolution
Bartky, S. L. / 1990 / Femininity and domination: Studies in the phenomenology of oppression / Routledge
Chan, K. / 2007 / Consumers’ response to offensive advertising: A cross cultural study / International Marketing Review 24:606~628
Collins, R. L. / 2011 / Content analysis of gender roles in media: Where are we now and where should we go? / Sex Roles 64:290~298
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