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A quick look at controversial advertising

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A quick look at controversial advertising Presentation Transcript

  • 1. A Quick Look at Controversial Advertising
    José A. Ferrón
  • 2. What is Controversial Advertising?
    “ A type of advertising designed
    principally to break through theadvertising clutter to captureattention and create buzz, and also toattract an audience to a certain brand
    or bring awareness to a certain public
    service issue, health issue, cause,
    goods or services”
    Waller (2003)
  • 3. TYPES OF CONTROVERSIAL ADVERTISEMENTS
    Controversial Products:
    Gender/Sex Related Products (e.g. condoms, female contraceptives, underwear, feminine hygiene products, etc.)
    Social/Political Groups (e.g. charities,political parties, religious groups, racially extreme groups, etc.)
    Controversial Execution:
    Someadvertisements are executed in sucha manner that
    they evoke publicsentiments or some controversy
  • 4. POSITIVE
    • Gets word of mouth
    • 5. Catches the public imagination
    • 6. Any publicity is good publicity philosophy
  • NEGATIVE
    • The campaign overrides the product
    • 7. The initial buzz has to be backed by a Big
    idea or even more controversial stuff
    • If the advertisement breaks the rules, the advertiser must withdraw or amend it
  • Controversial Banned Ad
  • 8. XENOPHOBIC ?
  • 9. WOMEN USED AS SEXUAL OBJECTS…
  • 10. BUT...WHAT ABOUT MEN?
  • 11. INTERNET ADVERTISING
  • 12. Controversial, but not obscene…
    St. Matthew-in-the-city Anglican Church Auckland, New Zealand
    Advertising Agency: M&C Saatchi, Auckland, New ZealandArt Director: James Bowman
  • 13. “We on the Death Row” Campaign - Benetton-
    26 photographs of people on death row with their names, ages and execution day over the words “sentenced to death”
  • 14. Regulations of the Advertising Industry in Ireland
    Advertising Standards Authority for Ireland
    • Independent
    • 15. Self-Regulatory
    • 16. Financed by the Advertising Industry
    www.asai.ie
  • 17. The Code of Standards for Advertising
    The Code, which is based on the principles established by the International Chamber of Commerce, requires that all marketing communications:
    • should be legal, decent, honest and truthful
    • 18. should be prepared with a sense of responsibility to consumers and society
    • 19. should respect the principles of fair competition generally accepted in business.
  • IADT’S CONTROVERSIAL AD
  • 20. IN CONCLUSION...
    • Impact
    • 21. Both positive and negative results
    • 22. Depends on feelings, believes , morals, etc of those who see the advertisement
    • 23. Controversial does not always means offensive
    • 24. Any publicity is good publicity