How Far Is Too Far? The Antecedents of Offensive Advertising in Modern China

Gerard Prendergast · Wah-leung Cheung · Douglas West

38 citations0/0 files storedJournal of Advertising Research

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Marketing and Advertising Strategies Media, Gender, and Advertising Advertising and Communication Studies

Abstract

ABSTRACT Previous research has classified offensive advertising into matter (offensive products and services) and manner (offensive execution). This study was designed to (1) develop a more comprehensive schedule of offensive advertising and (2) identify the psychological predictors of taking offense. A survey conducted in Hong Kong and Shanghai showed that offensive advertising could be classified into three categories: advertisements dealing with offensive sexual matter, advertisements for offensive nonsexual matter, and advertisements displaying an offensive manner. Of these categories, manner was perceived as the most offensive. Self-esteem and susceptibility to interpersonal influence both were significant in predicting the level of offensiveness for all three types of offensive advertising.

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References

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