An experimental investigation of the Egyptian consumers’ attitudes towards surrealism in advertising

International Journal of Consumer Studies

Volumn 29, Issue 3, 2005, Pages 216-231

  Mostafa, Mohamed M ^a  

^a AJMAN UNIVERSITY   (United Arab Emirates)

Author keywords

Consumer attitudes; Egypt; Islam and advertising; Surrealism in advertising

Indexed keywords

EID: 84867629319     PISSN: 14706423     EISSN: 14706431     Source Type: Journal    
DOI: 10.1111/j.1470-6431.2005.00406.x     Document Type: Article

References (79)

1. Jean, M. (1980) The Autobiography of Surrealism. Viking, New York, NY.
2. Sylvester, C. (1999) (Sur)real internationalism: emigres, native sons, and ethical war creations. Alternatives: Social Transformations and Humane Governance, 24, 219–247.
3. Edwards, S. (1999) Art and Its Histories: A Reader. Yale University Press, London.
4. Denny, N. (2001) Dream team. New Statesman, 130, 38–41.
5. Lubar, R. (1999) Salvador Dali: modernism's countermuse. Romance Quarterly, 46, 230–238.
6. Gablik, S. (1970) Magritte. New York Graphic Society, Ltd, Greenwich, CT.
7. Paliyenko, A. (1995) Rereading Breton's debt to apollinaire: surrealism and aesthetic creative imagery. Romance Quarterly, 42, 18–27.
8. Gharib, S. (1986) Al-Siryaliyah Fi Misr (Surrealism in Egypt). General Egyptian Book Organization Press, Cairo, Egypt.
9. French, P. (1997) Tel quel and surrealism: a re-evaluation has the avant-garde become a theory? Romanic Review, 88, 189–196.
10. Stern, B. (1990) Marketing as drama: theater of absurd. Research in Consumer Behavior, 4, 189–209.
11. Stern, B. (1992) Craft advertisers: literary versus literal deceptiveness. Journal of Public Policy and Marketing, 11, 72–81.
12. Macmillan, D. (2000) Magritte and the elusiveness of meaning. The Lancet, 355, 938–939.
13. Hackley, C. & Kitchen, P. (1999) Ethical perspectives on the postmodern communication leviathan. Journal of Business Ethics, 20, 15–26.
14. Firat, F., Sultz, I. & Clifford, J. (1997) From segmentation to fragmentation: markets and marketing strategy in the postmodern era. European Journal of Marketing, 31, 183–202.
15. Homer, P. & Kahle, L. (1986) A social adaptation explanation of the effects of Surealism on advertising. Journal of Advertising, 15, 50–54.
16. Williamson, J. (1978) Decoding Advertisements: Ideology and Meaning in Advertising. Marion Boyars, London.
17. Fawcett, A. (1995) The fifth best. Advertising Age, (Spring), 36–39.
18. Jeannet, J. & Hennessey, H. (1992) Global Marketing Strategies. Houghton Mifflin, Boston, MA.
19. Solberg, C. (2002) The perennial issue of adaptation or standardization of international marketing communications: organizational contingencies and prformance. Journal of International Marketing, 10, 1–21.
20. Durvasula, S., Andrews, T., Lysonski, S. & Netmeyer, R. (1993) Assessing the cross-national applicability of consumer behavior models: a model of attitude toward advertising in general. Journal of Consumer Research, 19, 626–636.
21. Parameswaran, R. & Yarpak, A. (1987) A cross-national comparison of consumer research measures. Journal of International Business Studies, 18, 35–49.
22. O'Brien, E. & Wolford, C. (1982) Effect of delay in testing on retention of plausible versus bizarre mental images. Journal of Experimental Psychology, 8, 148–152.
23. Rossiter, J. & Percy, L. (1987) Visual imaging as a mediator of advertising responses. In: Advances in Consumer Research, 5 edn (ed. by H.K. Hunt), pp. 621–628. Association for Consumer Research, Ann Arbor, MI.
24. Messaris, P. (1997) Visual Persuasion: The Role of Images in Advertising. Sage Publications, Thousand Oaks, CA.
25. Arens, W. (2002) Contemporary Advertising. Irwin McGraw-Hill, Boston, MA.
26. Osgood, C. (1964) Method and Theory in Experimental Psychology. Oxford University Press, New York.
27. Lynch, J. & Srull, T. (1982) Memory and attentional factors in consumer choice: concepts and research methods. Journal of Consumer Research, 9, 18–37.
28. Houston, M., Childers, T. & Heckler, S. (1987) Picture-word consistency and the elaborative processing of advertisements. Journal of Marketing Research, 13, 359–369.
29. Arias-Bolzmann, L., Chakraborty, G. & Mowen, J. (2000) Effects of absurdity in advertising: the moderating role of product category and the mediating role of cognitive responses. Journal of Advertising, 29, 35–50.
30. Osterhouse, R. & Brock, T. (1970) Distraction increases yielding to propaganda by inhibiting counterarguing. Journal of Personality and Social Psychology, 15, 344–358.
31. Haaland, G. & Venkatesan, M. (1968) Resistance to persuasive communication: an examination of distraction hypothesis. Journal of Personality and Social Psychology, 9, 167–170.pmid/5662740
32. Crames, A. (1990) Surealism and linguistic complexity in ad messages: viewers’ interpretation of and response to ‘difficult ads’. Unpublished MA Thesis, Annenberg School for Communication, University of Pennsylvania.
33. Petty, R. & Cacioppo, J. (1981) Attitude and Persuation: Classic and Contemporary Approaches. W. Brown Company Publishers, IA.
34. Zhang, Y. & Gelb, B. (1996) Matching advertising appeals to culture: the influence of product use conditions. Journal of Advertising, 25, 9–46.
35. Al-Makaty, S., Van Tubergen, G., Whitlow, S. & Boyd, D. (1996) Attitudes toward advertising in Islam. Journal of Advertising Research, 36, 16–26.
36. Keenan, K. & Shoreh, B. (2000) How advertising is covered in the Egytian press: a longitudinal examination of content. International Journal of Advertising, 19, 245–257.
37. Fillis, I. (2002) Creative marketing and the art organisation: what can the artist offer. International Journal of Nonprofit and Voluntary Sector Marketing, 7, 131–145.
38. O'Donohoe, S. (1997) Raiding the postmodern pantry: advertising intertextuality and the young adult audience. European Journal of Marketing, 31, 234–253.
39. O'Donohoe, S. (2000) Reading advertising texts, understanding advertising consumption. In: Interpretive Consumer Research: Paradigms, Methodologies, and Applications (ed. by S.C. Beckman & R. Elliott), pp. 132–162. Copenhagen Business School Press, Copenhagen.
40. Walker, J. (1983) Art in the Age of Mass Media. Pluto, London.
41. Caudle, F. (1989) Advertising art: cognitive mechanisms and research. In: Cognitive and Affective Response to Advertising (ed. by P. Cafferata & A. Tybout), pp. 162–218. Lexington Books, Lexington, MA.
42. Berger, J. (1972) Ways of Seeing. Penguin, New York, NY.
43. Dyer, G. (1982) Advertising As Communication. Routledge, New York, NY.
44. Walendorf, M. & Arnould, E. (1988) Nostalgia and celebrating the past. Paper presented at the Association for Consumer Research Annual Conference (October 19).
45. Stern, B. (1991) Literary analysis of an advertisement: the commercial as ‘Soap Opera’. In: Advances in Consumer Research (ed. by R.H. Holman & M.K. Solomon), pp. 164–171. Provo, UT.
46. Bate, B. & Bowker, J. (1997) Communication and the Sexes. Waveland Press, Prospect Heights, IL.
47. Ivy, D. & Backlund, P. (1997) Exploring Gender Speak: Personal Effectiveness in Gender Communication. McGraw-Hill, New York, NY.
48. Arlis, L. & Borisoff, D. (1993) Women and Men Communicating: Challenges and Changes. Holt, Rinehart and Winston, Fort Worth, TX.
49. Pawlowski, D., Badzinski, D. & Mitchell, N. (1998) Effects of metaphores on children's comprehension and perception of print advertisements. Journal of Advertising, 27, 83–98.
50. Wiles, C., Wiles, J. & Tjernlund, A. (1996) The ideology of advertising: the United States and Sweden. Journal of Advertising Research, 36, 57–66.
51. Holbrook, M. & Batra, R. (1987) Assessing the role of emotions as mediators of consumer response to advertising. Journal of Consumer Research, 14, 404–420.
52. Osgood, C., Suci, G. & Tannenbaum, P. (1957) The Measurement of Mmeaning. University of Illinois Press, Urbana, IL.
53. Inman, J., McAlister, L. & Hoyer, W. (1990) Promotion signal: proxy for a price-cut? Journal of Consumer Research, 17, 74–81.
54. Candell, G. & Hulin, H. (1987) Cross-language and cross-cultural comparisons in scale translations. Journal of Cross-Cultural Psychology, 17, 417–440.
55. Malinowski, B. (1935) Coral Gardens and Their Magic, 2: The Language of Magic and Gardening. George Allen & Unwin, London.
56. Phillips, H. (1959) Problems of translation and meaning in field work. Human Organization, 18, 184–192.
57. Gatewood, R. & Field, H. (1990) Human Resource Selection, 2nd edn. The Dryden Press, Chicago, IL.
58. Green, S., Salkind, N. & Akey, T. (2000) Using SPSS for Windows: Analyzing and Undestanding Data, 2nd edn. Prentice Hall, Upper Saddle River, NJ.
59. Simpson, P., Horton, S. & Brown, G. (1996) Male nudity in advertisements: a modified replication and extension of gender and product effect. Academy of Marketing Science Journal, 24, 257–262.
60. Nunnally, J. (1978) Psychometric Theory, 2nd edn. McGraw-Hill, New York, NY.
61. Tesser, A. & Leone, C. (1977) Cognitive schemas and thought as determinants of attitude change. Journal of Experimental Psychology, 13, 340–356.
62. Chattopadhayay, A. & Basu, K. (1990) Humor in advertising: the moderating role of prior brand evaluation. Journal of Marketing Research, 27, 466–476.
63. Tabachnick, B. & Fidell, L. (2001) Using Multivariate Statistics, 4th edn. Allyn and Bacon, Boston, MA.
64. Luqmani, M., Yavas, U. & Quraeshi, Z. (1987) Advertising in Saudi Arabia: content and regulation. International Marketing Review, 6, 59–72.
65. Rodriguez-Ema, V. (1994) Can Michelanglo sell jeans? The use of art in advertising. Unpublished MA Thesis, Annenberg School for Communication, University of Pennsylvania.
66. Wallace, C. (1992) Reading and Language Teaching: A Scheme for Teacher Education Series. Oxford University Press, Oxford.
67. Wernick, A. (1991) Promotional Culture. Sage, London.
68. McCraken, G. (1986) Culture and consumption: a theoretical account of the structure and movement of the cultural meaning of consumer goods. Journal of Consumer Research, 13, 71–83.
69. Mick, D. & Buhe, C. (1992) A meaning-based model of advertising experience. Journal of Consumer Research, 19, 317–338.
70. Scott, D. (1995) Dreaming the other: Breton, Cesaire, and the problematics of influence. Romance Quarterly, 42, 28–38.
71. Walliser, B. & Usunier, J. (1998) The standardization of advertising execution: a review of the empirical literature. Proceedings of the 27th Annual European Marketing Academy (EMAC) Conference, Stockholm, Sweden, 517–536.
72. Al-Olayan, F. & Karande, K. (2000) A content analysis of magazine advertisements from the United States and the Arab world. Journal of Advertising, 29, 69–82.
73. Emerging Egypt (2002) Oxford Business Group, London.
74. Yavas, U. (1994) Students as subjects in advertising and marketing research. International Marketing Review, 11, 35–43.
75. Clevenger, J., Lazier, G. & Clark, M. (1965) Measurement of corporate image by the semantic differential. Journal of Marketing Research, 2, 80–82.
76. Soley, L. & Reid, L. (1983) On the validity of students as subjects in advertising experiments. Journal of Advertising Research, 23, 57–59.
77. Souiden, N. (2002) Segmenting the Arab markets on the basis of marketing stimuli. International Marketing Review, 19, 611–636.
78. Amine, L. & Cavusgil, S. (1990) Marketing environment in the Middle East and North Africa: the forces behind the homoginization. In: International Marketing Strategy (ed. by H.B. Thorelli & S.T. Cavusgil), pp. 229–247. Pergamon Press, Oxford.
79. Grapentine, T. (1995) Dimensions of an attribute. Marketing Research, 7, 19–27.