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Ethics in advertising: Swedish consumers' perceptions of sexual appeals and body ideals
2001 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The purpose of this study is to gain a better understanding of Swedish consumers' perceptions of ethically acceptable or unacceptable advertising. It deals with ethical vs. unethical advertising, the risks and disadvantages with controversial advertising, and the control and regulation of ethics in advertising. The scope of the study was narrowed by focusing on consumers' perceptions of sexual appeals and body ideals. The study, which has a qualitative approach, was conducted with a mainly descriptive purpose. The chosen research strategy was two case studies, and the major part of primary data was collected through two focus group interviews. A combination of direct and participant observations has also been used for primary data collection, while secondary data was collected in the form of documentation. Results show that there are gender differences in Swedish consumers' perceptions of ethics in advertising, suggesting that men are more tolerant toward images of sexual appeals and body ideals than women are. One possible risk with this kind of advertising is that it may contribute to people, especially women, developing distorted body ideals, which could result in eating disorders. Self-regulation, industry norms and market control seem to be the preferred means of controlling ethics in advertising.

Place, publisher, year, edition, pages
Keyword [en]
Social Behaviour Law, marketing, marknadsföring, advertising, reklam, ethics, etik, focus groups, fokusgrupper
Keyword [sv]
Samhälls-, beteendevetenskap, juridik
URN: urn:nbn:se:ltu:diva-47148ISRN: LTU-SHU-EX--01/083--SELocal ID: 4bb1f215-0a0d-4257-9d0b-b91cfdc74e8fOAI: diva2:1020467
Subject / course
Student thesis, at least 15 credits
Educational program
International Business and Economic, bachelor's level
Validerat; 20101217 (root)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

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