A Proposed Response Model for Controversial Advertising

Abstract

A number of advertisers have used the strategy of controversial images (fear, sexual), or promoted their controversial product (alcohol, underwear), in a way to get the audiences' attention and a positive reaction. However, the use of controversial advertising can also potentially offend people and create a negative reaction. This article discusses controversial advertising and proposes a conceptual model of responses to controversial advertising.

Controversial Advert Perceptions in SNS Advertising: The Role of Ethical Judgement and Religious Commitment

“…Adverts perceived as controversial involve images, themes and slogans, which are meant to purposely evoke feelings of shame, disgust, resentment, anger or indignation (Waller, 2006). Previous research has identified two instances where adverts are perceived as controversial.…”

“…These include adverts involving controversial products (e.g., female hygiene products, undergarments) or controversial execution (Barnes and Dotson, 1990;Waller, 2004). In particular, according to Waller (2006), the creative execution used in an advert (even in the case where the product is not perceived as controversial) can lead to the advert being perceived as controversial. Creative execution often relates to issues of decency, fear, morality and sexism, and adverts are commonly perceived as controversial due to their portrayal of sex, sexuality and nudity (Waller, 2006).…”

“…In order to 'cut through the clutter', advertisers often use controversial advertising involving sexual images, racism, war, child abuse, or minorities (Prendergast, Ho and Phau, 2002;Vezina and Paul, 1997;Waller, 2006;Fam et al, 2008). Controversial advertising is defined as using "provocative images, words or situations that utilise or refer to taboo subjects or that violate societal norms or values" (Huhmann and Mott-Stenerson, 2008, p. 294).…”

“…Controversial advertising can also include the advertising of 'taboo' or offensive products, such as cigarettes, alcohol or condoms (Phau and Prendergast, 2001;Waller, 2004). The debate over the merits of controversial advertising is still open and even though controversial advert campaigns are infrequently successful and most often cause negative associations with the brand (Berger, 2001), such adverts are still largely used by advertisers for varied products and services (e.g., Pope, Voges and Brown, 2004;Waller, 2006). For example, one facet of controversial advertising that has been utilised by far the most, and which has led to complaints, is that of sexual images (Waller, 2006).…”

“…The debate over the merits of controversial advertising is still open and even though controversial advert campaigns are infrequently successful and most often cause negative associations with the brand (Berger, 2001), such adverts are still largely used by advertisers for varied products and services (e.g., Pope, Voges and Brown, 2004;Waller, 2006). For example, one facet of controversial advertising that has been utilised by far the most, and which has led to complaints, is that of sexual images (Waller, 2006). Furthermore, previous research suggests that the level of offense a consumer experiences from an advert depends on various contextual factors, which are internal and external to consumers (Belch, Belch and Guolla, 2011); including the media platform on which the controversial advertising is placed, as well as individual factors, such as ethical judgement and religious commitment.…”