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A qualitative study of consumer reactions to offensive advertising.

机译：消费者对攻击性广告反应的定性研究。

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This paper discusses an examination of women, aged 34 to 55, and their perspectives surrounding offensive advertising. The method used to conduct such an examination was in-depth interviewing. By adopting an interpretivist and symbolic interactionist perspective, this approach facilitated deep understanding of the lived-experiences that women have with advertising that they consider offensive. Past research in this area has not utilized such qualitative methods; therefore, this study compliments existing literature and assists researchers and advertising practitioners achieve a higher level of understanding than presently exists. A pilot interview was conducted to obtain initial, tentative themes from the data. The categories that emerged were (1) Exchange, (2) Marginalization, (3) Sweeping, and (4) Outward Feelings & Emotionality. Following the pilot interview, 15 women were interviewed and their transcripts were analyzed using a grounded theory approach. This analysis resulted in the construction of a novel conceptualization of the advertising offensiveness construct, which includes conditions and consequences surrounding offensive advertising. Specifically, advertising offensiveness involves individual values, forced exposure, unmet expectations, and three levels of advertising influence. These combined factors, or categories, represent a conceptualization that considers both specific ads and advertising in general. This conceptualization is contrasted against other negative reactions, especially irritation, and is compared to offense experienced in everyday life. This latter relationship is examined in order to build context around the phenomenon of interest. Results are also discussed and applied to future research opportunities.*; *This dissertation is compound (contains both a paper copy and CD as part of the dissertation). The CD requires the following system application: Windows MediaPlayer or RealPlayer.
机译：本文讨论了对34岁至55岁女性的检查，以及她们对令人讨厌的广告的看法。进行这种检查的方法是深度访谈。通过采用解释主义和象征性互动主义的观点，这种方法促进了对女性在认为令人反感的广告中所经历的生活的深刻理解。过去在该领域的研究没有利用这种定性方法。因此，本研究对现有文献进行了补充，并有助于研究人员和广告从业人员达到比目前更高的理解水平。进行了一次试点访谈，以从数据中获得初步的，试探性的主题。出现的类别是（1）交换，（2）边缘化，（3）席卷和（4）外向情感与情绪。试点面试后，对15名妇女进行了面试，并使用扎根的理论方法分析了她们的成绩单。这种分析导致了对广告进攻性结构的新颖概念化的构建，其中包括围绕进攻性广告的条件和后果。具体而言，广告攻势涉及个人价值，强迫曝光，未满足的期望以及广告影响力的三个层次。这些组合的因素或类别代表了一种既考虑特定广告又考虑一般广告的概念。这种概念化与其他负面反应（特别是刺激）形成对比，并与日常生活中遭受的攻击进行比较。为了建立围绕兴趣现象的上下文，研究了后一种关系。还讨论了结果，并将其应用于未来的研究机会。*; *本论文是复合的（论文包含纸质副本和CD）。该CD需要以下系统应用程序：Windows MediaPlayer或RealPlayer。

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