Обществени граници спрямо еротиката в рекламния бизнес
Public Boundaries Regarding Eroticism in the Advertising Business

Author(s): Stefani Matsanova, Gabriela Encheva
Subject(s): Social Sciences, Economy, Business Economy / Management, Sociology, Evaluation research, Sociology of Culture, Sociology of the arts, business, education, Marketing / Advertising, Socio-Economic Research
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: eroticism in advertising; public acceptability; cultural norms; ethical regulations
Summary/Abstract: The report examines the societal boundaries of acceptability regarding erotica in the advertising industry in Bulgaria. It is assumed that the perception of erotic elements in advertising depends not only on companies‘ marketing strategies but also on the social and cultural norms that shape public reactions. Cultural values, religious beliefs, and legal regulations can either restrict or facilitate the use of erotica in advertising. The study focuses on Bulgarian advertising campaigns that incorporate erotic elements. The subject of analysis is the interaction between erotica in the advertising industry and societal boundaries. Examples from real advertising campaigns, media reactions, and ethical regulations, as well as an analysis of academic research, are used to assess the balance between marketing objectives and public opinion.

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