The influence of advertising context on perceptions of offense

Abstract

This study quantitatively investigates the role of context in advertising offensiveness. Specifically, the combined impact of product type, executional style, media channel and audience make‐up were measured. Results revealed variability within and across these elements suggesting that offensiveness is subject to contextual influences. Specifically, products influence perceptions primarily in traditional media, and in the use of nudity, religious references and violence. Interestingly, product identification was shown to temper perceptions of offense; respondents who were not informed of a specific product often found advertising scenarios more offensive than those who were exposed to either a condom, beer, or hand soap scenario. Findings also revealed that ‘other’ media generate the highest overall offense levels and that religious and political values influence perceptions of offense. Contrary to popular belief, nudity and sex were not perceived as offensive, per se. Rather, offensiveness depended largely upon the level of congruency between advertising scenario elements. Overall, the study demonstrates that offensiveness is dependent upon many contextual variables both internal and external to the consumer.

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