Controversial product advertising in China: perceptions of three generational cohorts

Abstract

China is a country that has undergone a wide range of significant changes over the last 30 years, economically, politically, and socially. Major events not only have an important effect on the developmental history of a country such as China, but create a new generational cohort, which can adopt different views and attitudes than those characterizing previous generations. This study analyses the results of a survey of three different generational groups in China, focusing on their attitudes towards the promotion of controversial products and advertising execution techniques. Research results show significant differences between the younger and older generations, especially in regard to gender related products and certain advertising execution techniques.

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

“…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).…”

The influence of religion on the assessment of the advertisements. (c2013)

“…The final age group, 16-35, was not offended by advertisements related to these product groups. The older generation is more offended by the advertisement of these products since they tend to be more traditional and conservative than their younger counterparts (Fam, Waller, Ong and Yang, 2008). The younger generation, however, is more open to such advertisement of.…”

“…This age group is also more open to Western media channels and influence with around 50% of the Lebanese youth watching predominantly Western media or a mix of Western and Arab media channels (Harb, 2010 Conversely, the youngest age group (16-35) found social/political product advertisements more offensive, followed by the 45+, and the 36-45 age groups respectively. A study conducted by Fam et al in 2008 aimed to measure offense levels of different age cohorts in China with regards to the same factor groupings. The study had similar results in which the youngest age group was the most offended by social/political products.…”

“…The study had similar results in which the youngest age group was the most offended by social/political products. The researchers reasoned that this is in large due to the fact that the youngest age group tends to be more exposed to the worldwide media, and thus more conscious of human rights (Fam et al, 2008). This rationale also applies to the Lebanese youth who tends to be the group, which is the most frustrated from the Lebanese political tensions due to sectarianism.…”

“…Based on the latter study, females found the sex and gender-related product group more offensive than males, specifically considering condoms, female contraceptives, male underwear, and female hygiene products more offensive than did the males surveyed (Phau and Prendergast, 2001). Fam, Waller, and Yang (2008) also measure the perceived offensiveness of 630 Chinese respondents regarding controversial product advertising. The results show that the number of female respondents who found condom advertisements "extremely offensive" were 30% more than the number of male respondents who did so.…”