Taboos in advertising: conceptualisation, scale development and analysis of its communication effects

International audienceAlthough intensively transgressed by advertisers, next to nothing has been written on the subject of taboos in marketing. Based on a multi-field approach (anthropological, sociological and psychoanalysis), a conceptualization of the taboo is proposed and a reliable and valid measurement of this construct in an advertising context is developed. Using this scale, the communication effects of taboo ads are investigated. The use of taboos in ads leads to a more negative attitude toward the ad which carries over into negative attitude toward the brand and negative purchase intention. The utility of the proposed scale is discussed both for future research and advertising strategy