Är det möjligt att förolämpa någon via en annons
En studie om annonsers effekt på konsumenter
Advertisements have become a regular part of our everyday lives. We walk past them on the street; we admire them on the subway and even invite them into our living room in between prime time showings. The reality is that in today's modern times there is no escaping the daily bombardment of advertisement. To distinguish themselves from the continuous noise of the industry, advertisers battle to find unique ways to capture the attention of consumers. But is it possible that some advertisers take their techniques to an extreme in the struggle to be remembered This thesis aims at investigating whether it is possible to offend a consumer through an advertisement due to its extreme simplicity. Our conclusion of this analysis will be derived out of key measures such as; buying intention, perceived product quality, consumer attitudes towards the advertisement, consumer level of experienced offense caused by the advertisement and the consumers beliefs of how the advertiser looks upon/regards the consumers' intellect. In our experiment, advertisements of the following three product categories were tested: vacuum cleaners, laundry detergents, and televisions. Each product was advertised in two levels of comprehension, one designed to be "too easy," meaning, effortless and simple to understand. The second designed to be "average level," commonly and broadly understood. Brands and slogans were removed in order to avoid influencing the subject, (in this case, the consumer). The results concluded that if an ad is perceived to be too easy to understand it is indeed possible for the consumer to feel offended. According to the subjects' answers they believed the advertiser of the product in question did not have high expectations of their intellect. The buying intention, the attitude towards the advertisement, and the perceived product quality were all negatively affected by an advertisement that was too easily understood. This thesis aims to add knowledge to an unexplored area of marketing research in hopes of becoming a source of inspiration to one day ignite further research on the subject.