Provocative Advertising as a Communication Tool: Features of Perception by the Russian Audience

Student: Karina Ilyushina

Educational Programme: Advertising and Public Relations (Bachelor)

Final Grade: 8

Year of Graduation: 2024

This research examines the effects of provocative advertising on brand recognition and consumer behavior, with a specific focus on the Russian audience's response to Japanese cuisine restaurants. Utilizing a mixed-methods approach, combining quantitative correlation analysis and focus groups, the study aims to elucidate the complex relationship between provocative advertising, demographic influences, and consumer perceptions. Expected findings highlight the differential impact of such advertising on brand visibility versus consumer loyalty. The study contributes to the discourse on marketing strategies and ethical considerations in provocative advertising.

Full text (added May 20, 2024)

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