Violent advertising in fashion marketing
Abstract
In this study, violent advertising is discussed. An empirical study, using picture analysis, is carried out. The intent of the advertisers’ message is compared with the interpretation of a male and a female consumer group. It is concluded that the consumers’ interpretations not are the ones that the advertisers had intended. The violence was interpreted in a much more negative way than expected. It is also concluded that there are differences in interpretations between men and women.
Keywords
Citation
Andersson, S., Hedelin, A., Nilsson, A. and Welander, C. (2004), "Violent advertising in fashion marketing", Journal of Fashion Marketing and Management, Vol. 8 No. 1, pp. 96-112. https://doi.org/10.1108/13612020410518727
Publisher
:Emerald Group Publishing Limited
Copyright © 2004, Emerald Group Publishing Limited