Abstract:

This research has as purpose to study the influence of culture represented by the three following variables:  « acculturation », « values » and « religion », on the perception of provocative advertisements. The results of the empirical investigation on a sample of 300 inhabitants in Big Tunis show that the two variables « values » and « religion » have a significant influence on the perception of provocative advertisements whereas « acculturation » doesn’t have an influence on the perception of these advertisements.