Год выпуска: 2013 Автор: Ayat Yehia,Passent Tantawi and Mohamed Farid El Sahn Издательство: LAP Lambert Academic Publishing Страниц: 176 ISBN: 9783659490705
Описание
Sex sells, but should it? This is one of the great myths of Ethical Advertising. As it has been a major phenomenon over the past few decades. This work presents a qualitative study regarding the consumers perspective of what is ethical and what is not in TV advertising within the Egyptian context. The purpose of this study is to determine how consumers judge a TV ads’ ethical nature and what criteria their judgments are based on. The study will also look at how they respond to the different unethical practices of TV advertising and how Egyptian consumer perceive and respond to each of them.
