Controversies In Advertising

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Register to read the introduction…The following are excerpt for real advertisements. Advertisements that promote biotechnology and promise a better future are received negatively because as Iina Hellson mentioned “modern biotechnology is constantly discussed in terms of discovering the alphabet of life, playing God or creating new Frankenstein’s monsters” [8]. Knowing the secret behind life is already a clear abstract concept in many religions, and it is explained in their holy scriptures. Finding a concrete alternative disturbs those religious doctrines. Furthermore, it causes people to question their faith.
In 1996 the car Citroen Xantia was advertised in London on a large hoarding. It carried the caption “Shapely Model - call 0800 0000000” [9]. The use of the word “Model” gave consumers, both, the meaning of cars and the profession. This widely used technique of homophones gives a diverted effect. The caption above “associates cars with women’s bodies” [9] and indirectly objectifies women. In the past few years, this technique has farther developed to include female models in car advertisements. Lamborghini use partially naked women in their advertisements. This causes a disturbance in the initial intention of the consumer. Because cars are directed at men, Lamborghini uses sexualised images of women to seduce and secure their consumers interest in their
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More attention should be paid to targeted countries and their responses need to be observed closely to determine their common interest.
Muslims Construct 23.9% of the World’s Population
Advertisements which appeal to Muslims is an important dimension in the success of international campaigns seeing as there are over 1.65 billion Muslims worldwide [10]. However, unlike the western societies “the success of international companies in the conservative Muslim countries is determined by the degree to which the goals of Islam are realized rather than in terms of material gains” [10]. Some of the world’s richest countries are conservative Muslim countries. This indicates that people in those countries are wealthy and therefore have a high purchasing power.
Concentration of wealth in conservative Muslim Countries. Conservative countries like “Saudi Arabia, Bahrain and United Arab Emirates, are considered good markets, particularly for luxury goods and services, because of the high level of national income in these countries” [11]. With that, Muslim countries can play a major role in the economy of other countries and can respond well to international advertising campaigns. For this reason, it is vital for international companies to direct their attention to those
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