Religion and Controversial Advertisements: Sudanese Perspectives
Religion and Controversial Advertisements: Sudanese Perspectives
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Date
2016
Authors
Mansour, Ilham Hassan F.
Eljelly, Abuzar M. A.
Journal Title
Journal ISSN
Volume Title
Publisher
University of Khartoum
Abstract
This study aims to explore the consumers' attitude towards promotion of
controversial products, the reasons why they are controversial and how it is
affected by the degree of religious commitment in Sudan. This study presents the
results of an online survey of 134 Sudanese respondents to determine the type of
products seen as controversial when advertised on TV and why are considered
controversial.Research results revealed that in general Sudanese hold negative
perception towards controversial product and their advertisements. The findings
showed that the religious beliefs can potentially impact the perception of
offensive advertising among Sudanese. However, Muslims of different levels of
religious commitment show different degrees of offensiveness to controversial
products advertising.These findings may have important implications for
international marketers in countries with religious orientations such as Sudan,
or other Muslim countries.
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Keywords
Attitude; Controversial advertising; Religion; Islam; Sudan