Bulgarians' attitudes towards unethical and offensive advertising

Abstract

This present research aims to identify and point out the most important ethical issues in advertising as a whole. It endeavors to evaluate the attitudes of Bulgarian population towards offensive and unethical advertising and look for a relationship between perception of unethical advertising and purchase behaviour in the country. This paper further examines the media types that are perceived as most offensive when it comes to advertising.

The core part of this research consists of the Literature Review – information and research that has already been done on the topic presented in form of concepts, ideas, debates and so on.

Secondary and primary research has been used for this research and the applied methods I have used (sampling etc) are widely discussed in the Methodology part.

Primary research has been included in my dissertation. A sample of 106 respondents has been carried out. The responses have been collected and examined in the Research Finding Chapter. Tables and graphs have been designed to appropriately present the collected data and to visualize it better. The findings from my survey have been linked with the secondary research and the results have been further analyzed in the Data Analysis and Discussion chapter.

The conclusion part of my research refers to the objectives of the project, marking the most valuable trends and analysis and their importance for the research topic. Recommendations for future research possibilities have been also made.