A quick look at controversial advertising

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A quick look at controversial advertising

  1. 1. A Quick Look at Controversial Advertising José A. Ferrón
  2. 2. “ A type of advertising designed principally to break through the advertising clutter to capture attention and create buzz, and also to attract an audience to a certain brand or bring awareness to a certain public service issue, health issue, cause, goods or services” Waller (2003)
  3. 3. 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: Some advertisements are executed in such a manner that they evoke public sentiments or some controversy
  4. 4.  Gets word of mouth  Catches the public imagination  Any publicity is good publicity philosophy
  5. 5.  The campaign overrides the product  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
  6. 6. AdvertisingAgency: M&C Saatchi, Auckland, New Zealand Art Director: James Bowman St. Matthew-in-the- city Anglican Church Auckland, New Zealand
  7. 7. 26 photographs of people on death row with their names, ages and execution day over the words “sentenced to death”
  8. 8. Independent Self-Regulatory Financed by the Advertising Industry www.asai.ie
  9. 9. 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 should be prepared with a sense of responsibility to consumers and society should respect the principles of fair competition generally accepted in business.
  10. 10.  Impact  Both positive and negative results  Depends on feelings, believes , morals, etc of those who see the advertisement  Controversial does not always means offensive  Any publicity is good publicity

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