{"id":"https://openalex.org/W2016317461","doi":"https://doi.org/10.1108/03090561211189301","title":"Preliminary investigation of the communication effects of \u201ctaboo\u201d themes in advertising","display_name":"Preliminary investigation of the communication effects of \u201ctaboo\u201d themes in advertising","publication_year":2012,"publication_date":"2012-02-04","ids":{"openalex":"https://openalex.org/W2016317461","doi":"https://doi.org/10.1108/03090561211189301","mag":"2016317461"},"language":"en","primary_location":{"id":"doi:10.1108/03090561211189301","doi":"https://doi.org/10.1108/03090561211189301","is_oa":false,"landing_page_url":"https://doi.org/10.1108/03090561211189301","pdf_url":null,"source":{"id":"https://openalex.org/S89389284","display_name":"European Journal of Marketing","issn_l":"0309-0566","issn":["0309-0566","1758-7123"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["abdc-a-star","anvur-class-a","anvur-scientific","cwts-core","erih-plus","fnege-2","jufo-2","norway-1","poland-70","russia-white-list-1","vabb-shw"],"host_organization":"https://openalex.org/P4310319811","host_organization_name":"Emerald Publishing Limited","host_organization_lineage":["https://openalex.org/P4310319811"],"host_organization_lineage_names":["Emerald Publishing Limited"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"European Journal of Marketing","raw_type":"journal-article"},"volume":null,"type":"article","indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5102761321","display_name":"Ouidade Sabri","orcid":"https://orcid.org/0000-0002-7298-1173","observed_orcids":["https://orcid.org/0000-0002-7298-1173"]},"institutions":[],"countries":[],"is_corresponding":true,"raw_author_name":"Ouidade Sabri","raw_affiliation_strings":["Sorbonne Graduate Business School, Paris, France"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Sorbonne Graduate Business School, Paris, France","institution_ids":[]}]}],"institutions":[],"countries_distinct_count":0,"institutions_distinct_count":0,"corresponding_author_ids":["https://openalex.org/A5102761321"],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":7.1752,"has_fulltext":false,"cited_by_count":41,"citation_normalized_percentile":{"value":0.96571146,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":89,"max":99},"biblio":{"volume":"46","issue":"1/2","first_page":"215","last_page":"236"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T13959","display_name":"Swearing, Euphemism, Multilingualism","score":0.3206000030040741,"subfield":{"id":"https://openalex.org/subfields/3315","display_name":"Communication"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T13959","display_name":"Swearing, Euphemism, Multilingualism","score":0.3206000030040741,"subfield":{"id":"https://openalex.org/subfields/3315","display_name":"Communication"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.25540000200271606,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10145","display_name":"Consumer Behavior in Brand Consumption and Identification","score":0.11659999936819077,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/normative-influence","display_name":"normative influence","score":0.824999988079071},{"id":"https://openalex.org/keywords/contagion","display_name":"contagion","score":0.6589999794960022},{"id":"https://openalex.org/keywords/audience-segmentation","display_name":"audience segmentation","score":0.9070000052452087},{"id":"https://openalex.org/keywords/media-choice","display_name":"media selection","score":0.75}],"concepts":[{"id":"https://openalex.org/C2776323365","wikidata":"https://www.wikidata.org/wiki/Q171180","display_name":"Taboo","level":2,"score":0.9826427102088928},{"id":"https://openalex.org/C9114305","wikidata":"https://www.wikidata.org/wiki/Q1428317","display_name":"Situational ethics","level":2,"score":0.6990786790847778},{"id":"https://openalex.org/C2776950860","wikidata":"https://www.wikidata.org/wiki/Q2914681","display_name":"Originality","level":3,"score":0.6901295185089111},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.5793116092681885},{"id":"https://openalex.org/C44725695","wikidata":"https://www.wikidata.org/wiki/Q288156","display_name":"Normative","level":2,"score":0.5448195934295654},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.5350950956344604},{"id":"https://openalex.org/C162127614","wikidata":"https://www.wikidata.org/wiki/Q5928045","display_name":"Ambivalence","level":2,"score":0.5296435356140137},{"id":"https://openalex.org/C164850336","wikidata":"https://www.wikidata.org/wiki/Q3685487","display_name":"Interpersonal communication","level":2,"score":0.4847812056541443},{"id":"https://openalex.org/C2776291640","wikidata":"https://www.wikidata.org/wiki/Q2912517","display_name":"Value (mathematics)","level":2,"score":0.47142165899276733},{"id":"https://openalex.org/C77805123","wikidata":"https://www.wikidata.org/wiki/Q161272","display_name":"Social psychology","level":1,"score":0.46027871966362},{"id":"https://openalex.org/C162446236","wikidata":"https://www.wikidata.org/wiki/Q653137","display_name":"Content analysis","level":2,"score":0.4113902747631073},{"id":"https://openalex.org/C14224292","wikidata":"https://www.wikidata.org/wiki/Q13600188","display_name":"Conceptual framework","level":2,"score":0.4104555547237396},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.3349611163139343},{"id":"https://openalex.org/C144024400","wikidata":"https://www.wikidata.org/wiki/Q21201","display_name":"Sociology","level":0,"score":0.27538925409317017},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.2069646120071411},{"id":"https://openalex.org/C17744445","wikidata":"https://www.wikidata.org/wiki/Q36442","display_name":"Political science","level":0,"score":0.15548059344291687},{"id":"https://openalex.org/C11012388","wikidata":"https://www.wikidata.org/wiki/Q170658","display_name":"Creativity","level":2,"score":0.10175979137420654},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.09092509746551514},{"id":"https://openalex.org/C119857082","wikidata":"https://www.wikidata.org/wiki/Q2539","display_name":"Machine learning","level":1,"score":0.0},{"id":"https://openalex.org/C19165224","wikidata":"https://www.wikidata.org/wiki/Q23404","display_name":"Anthropology","level":1,"score":0.0},{"id":"https://openalex.org/C36289849","wikidata":"https://www.wikidata.org/wiki/Q34749","display_name":"Social science","level":1,"score":0.0},{"id":"https://openalex.org/C199539241","wikidata":"https://www.wikidata.org/wiki/Q7748","display_name":"Law","level":1,"score":0.0}],"mesh":[],"locations_count":2,"locations":[{"id":"doi:10.1108/03090561211189301","doi":"https://doi.org/10.1108/03090561211189301","is_oa":false,"landing_page_url":"https://doi.org/10.1108/03090561211189301","pdf_url":null,"source":{"id":"https://openalex.org/S89389284","display_name":"European Journal of Marketing","issn_l":"0309-0566","issn":["0309-0566","1758-7123"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["abdc-a-star","anvur-class-a","anvur-scientific","cwts-core","erih-plus","fnege-2","jufo-2","norway-1","poland-70","russia-white-list-1","vabb-shw"],"host_organization":"https://openalex.org/P4310319811","host_organization_name":"Emerald Publishing Limited","host_organization_lineage":["https://openalex.org/P4310319811"],"host_organization_lineage_names":["Emerald Publishing Limited"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"European Journal of Marketing","raw_type":"journal-article"},{"id":"pmh:oai:HAL:hal-01123528v1","doi":null,"is_oa":false,"landing_page_url":"https://hal.science/hal-01123528","pdf_url":null,"source":{"id":"https://openalex.org/S4306402512","display_name":"HAL","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I4405252976","host_organization_name":"Centre pour la Communication Scientifique Directe","host_organization_lineage":["https://openalex.org/I4405252976"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"European Journal of Marketing, 2012, 46 (1/2), pp.215-236","raw_type":"info:eu-repo/semantics/article"}],"best_oa_location":null,"sustainable_development_goals":[],"sustainable_development_goals_aurora":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"grobid_xml":false,"pdf":false},"content_urls":null,"referenced_works_count":56,"referenced_works":["https://openalex.org/W465012","https://openalex.org/W220778506","https://openalex.org/W239774975","https://openalex.org/W658151755","https://openalex.org/W1480619479","https://openalex.org/W1491644571","https://openalex.org/W1514588832","https://openalex.org/W1515587369","https://openalex.org/W1520445065","https://openalex.org/W1530490512","https://openalex.org/W1564974133","https://openalex.org/W1585235455","https://openalex.org/W1586034711","https://openalex.org/W1964924375","https://openalex.org/W1967058415","https://openalex.org/W1974171265","https://openalex.org/W1974230583","https://openalex.org/W1977355724","https://openalex.org/W1985412101","https://openalex.org/W1988175068","https://openalex.org/W1989170686","https://openalex.org/W1992394784","https://openalex.org/W2010399583","https://openalex.org/W2022365405","https://openalex.org/W2033583055","https://openalex.org/W2036389121","https://openalex.org/W2037357256","https://openalex.org/W2039487643","https://openalex.org/W2041963608","https://openalex.org/W2044048743","https://openalex.org/W2044857476","https://openalex.org/W2050273882","https://openalex.org/W2058352751","https://openalex.org/W2063213599","https://openalex.org/W2070470071","https://openalex.org/W2075904323","https://openalex.org/W2076977965","https://openalex.org/W2079224369","https://openalex.org/W2085942363","https://openalex.org/W2089790391","https://openalex.org/W2090397753","https://openalex.org/W2093005542","https://openalex.org/W2093149975","https://openalex.org/W2096694261","https://openalex.org/W2097780989","https://openalex.org/W2111970288","https://openalex.org/W2165773686","https://openalex.org/W2283902770","https://openalex.org/W2324216379","https://openalex.org/W2403663059","https://openalex.org/W2409379474","https://openalex.org/W2499571256","https://openalex.org/W2518800079","https://openalex.org/W3124918487","https://openalex.org/W3144127399","https://openalex.org/W3214833809"],"related_works":["https://openalex.org/W163592019","https://openalex.org/W1975972323","https://openalex.org/W4401040574","https://openalex.org/W2412499011","https://openalex.org/W4225259043","https://openalex.org/W911572983","https://openalex.org/W2799548047","https://openalex.org/W7023448358","https://openalex.org/W583642066","https://openalex.org/W239774975"],"abstract_inverted_index":{"Purpose":[0],"The":[1,95,115,161],"purpose":[2],"of":[3,14,33,69,75,82,100,126,132,155,168,181,193,203],"this":[4],"paper":[5],"is":[6],"to":[7,24,41,58,85,89,103,129,174,178,214],"fill":[8],"a":[9,26,122,138,165],"gap":[10],"in":[11,17,52,157,185,191],"the":[12,31,37,67,73,76,80,83,86,98,101,150,169,179,201],"literature":[13],"taboo":[15,133,156,183],"imagery":[16],"advertising":[18,105,186],"by":[19,46],"drawing":[20],"on":[21,107,119,149],"cognate":[22],"disciplines":[23],"build":[25],"conceptual":[27],"framework":[28,141],"and":[29,36,54,88,91,97,110,142,153,171,196],"identify":[30],"characteristics":[32],"taboo\u2010challenging":[34],"advertisements":[35],"audiences":[38],"who":[39],"react":[40],"them.":[42],"Design/methodology/approach":[43],"Data":[44],"collected":[45],"22":[47],"in\u2010depth":[48],"individual":[49],"qualitative":[50],"interviews":[51],"Morocco":[53],"France":[55],"were":[56],"subjected":[57],"two\u2010stage":[59],"formal":[60],"content":[61,81],"analysis.":[62],"Findings":[63],"This":[64],"study":[65,162],"reveals":[66],"importance":[68],"normative":[70],"social":[71],"influence,":[72],"properties":[74],"taboo,":[77],"contagion":[78],"from":[79,121],"ad":[84],"brand":[87],"customers,":[90],"ambivalent":[92],"emotional":[93],"reactions.":[94],"valence":[96],"intensity":[99],"responses":[102],"such":[104],"depend":[106],"personal,":[108],"interpersonal":[109],"situational":[111],"factors.":[112],"Research":[113],"limitations/implications":[114],"conclusions":[116],"are":[117],"based":[118],"findings":[120],"relatively":[123],"small":[124],"number":[125],"respondents":[127],"reacting":[128],"one":[130],"type":[131],"only,":[134],"but":[135],"they":[136],"offer":[137],"useful":[139],"theoretical":[140],"an":[143],"empirical":[144],"basis":[145],"for":[146],"future":[147],"research":[148],"communication":[151],"effects":[152],"effectiveness":[154],"advertising.":[158],"Practical":[159],"implications":[160,190],"offers":[163],"advertisers":[164],"better":[166],"understanding":[167],"factors":[170],"processes":[172],"likely":[173],"influence":[175],"consumers'":[176],"reactions":[177],"strategy":[180],"invoking":[182],"themes":[184],"campaigns,":[187],"with":[188],"positive":[189],"terms":[192],"audience":[194],"segmentation":[195],"media":[197],"selection.":[198],"Originality/value":[199],"Despite":[200],"prevalence":[202],"\u201ctaboo":[204],"advertising\u201d,":[205],"little":[206],"research\u2010based":[207],"analysis":[208],"has":[209],"so":[210],"far":[211],"been":[212],"available":[213],"academics":[215],"or":[216],"practitioners.":[217]},"counts_by_year":[{"year":2026,"cited_by_count":1},{"year":2025,"cited_by_count":6},{"year":2024,"cited_by_count":3},{"year":2023,"cited_by_count":2},{"year":2022,"cited_by_count":2},{"year":2020,"cited_by_count":4},{"year":2019,"cited_by_count":3},{"year":2018,"cited_by_count":6},{"year":2017,"cited_by_count":3},{"year":2016,"cited_by_count":3},{"year":2015,"cited_by_count":1},{"year":2014,"cited_by_count":2},{"year":2013,"cited_by_count":2},{"year":2012,"cited_by_count":2}],"updated_date":"2026-10-30T12:39:25.321706","created_date":"2016-06-24T00:00:00"}