Attitudes towards offensive advertising: An Australian study

Abstract

As society becomes more complex, as we become more aware of the harmful effects of some products and as agencies try to become more creative to cut through the clutter" to gain awareness, there will be more advertisements which the general public perceive as "offensive". Analyses the responses to a survey of attitudes towards the advertising of particular products and reasons for being offensive. The attitudes are examined by means of a survey which presents a series of potentially controversial/ offensive products. The study can be used by advertising agencies to develop an understanding of which advertising is perceived by some people as offensive, and a list of potentially controversial clients.