Research Papers On Bank Advertising

The Journal of Banking and Finance (JBF) publishes theoretical and empirical research papers spanning all the major research fields in finance and banking. The aim of the Journal of Banking and Finance is to provide an outlet for the increasing flow of scholarly research concerning financial institutions and the money and capital markets within which they function. The Journal's emphasis is on theoretical developments and their implementation, empirical, applied, and policy-oriented research in banking and other domestic and international financial institutions and markets. The Journal's purpose is to improve communications between, and within, the academic and other research communities and policymakers and operational decision makers at financial institutions - private and public, national and international, and their regulators.

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Abstract

This case study examines the influence of culture values on the perception of offensive advertising among Chinese tertiary students in Auckland. Previous studies examining advertising that can potentially offend have primarily centred on four basic aspects – the products being advertised, the creative execution used, the medium within which an advertisement is displayed and the audiences that are least and most likely to be offended. However, limited research has been conducted to address the influence of cultural aspects on the perception of offensive advertising.The study uses a mixed research methodology by employing research methods from both the qualitative and quantitative paradigms. Survey questionnaire and focus group interviews were developed for this project. A survey was conducted initially among Chinese tertiary students at an Institute of Technology and a University in Auckland and some of these survey participants were invited to participate in a follow-up focus group interview after the questionnaire research was completed. The questionnaire survey enabled me, the researcher, to identify a possible trend about the phenomenon of perceived offence, and based on the survey findings, this phenomenon was further investigated by focus group interviews.The findings reveal that the cultural value of Confucianism can potentially impact the perception of offensive advertising among Chinese tertiary students in Auckland. The Confucianism characteristics of Virtue, Ritual, Harmony, Filial Piety and Learning all take a part as contributing factors in the perception of offensive advertising among the participants. However, findings of the focus groups indicate that the influence of these characteristics in the perception of advertising is not apparent when participants are presented with the actual New Zealand TV advertisements. In general, Chinese tertiary students appear to have a high degree of acceptance toward New Zealand advertisements, and are unlikely to be offended by the advertisements which are targeted to the general public in New Zealand.

Keywords:
television advertising, Chinese tertiary students, Confuscianism, offensive advertising

ANZSRC Field of Research:
200104 Media Studies

Supervisors:
Williams, Jocelyn; Papoutsaki, Evangelia

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