This study aims at describing controversial messages in advertising, and analysing the consumers‟ attitudes towards it. For this research, both primary and secondary sources were used, as we collected data from three focus groups, as well as information from the media concerning the advertising campaigns used. Said campaigns are: United Colors of Benetton “UNHATE”, Sisley “Fashion Junkies”, and a sample of some American Apparel advertisements. Through this research, we elaborated the relationship between the messages carried by controversial advertisements and the decisions taken by consumers. Our findings show that the outcomes and impact of controversial advertisements are hardly predictable, but they are influenced by the content of the message and the way it is presented. We also present a link between the consumers‟ decision-making process and their attitudes, together with how controversial advertisements impact those attitudes and reactions towards a brand or its products.

1. Degree Project: Entrepreneurship and Marketing
Controversial Advertisements
Group 5:
Christos Filopoulos
Emeline Vongehr
Evangelia Zaimi

2. Outline
* Introduction
* Problem Discussion
* Purpose
* Theory
* Method
* Empirical Findings
* Analysis
* Conclusion & Recommendations

3. Introduction
Subject:
Controversial messages through advertising.
 Advertising is omnipresent in our everyday life
 Ads = a link between companies and consumers
 Provocative advertising draws a lot of different reactions

4. Problem Discussion
 The advertising landscape: more challenging than ever
 Companies use advertisement to outstand their competitors
 Some advertising campaigns can go too far, and appear shocking or provocative

5.  Trust issues: people might not trust the brand or the product advertised.
 Diversity of possible reactions: releasing a provocative ad appears as a gamble from the
company.
 Possibility that people don’t understand the “core message”.
Problem Discussion

6. Purpose & Research Questions
Purpose:
Describe controversial messages and analyse consumers’ attitudes.
Research Questions:
 How advertisement containing controversial messages impact consumers’ attitudes?
 How subliminal messages through advertisement can be detected?

7. Theory
Advertisement: part of marketing & promotion mix
Controversial Advertisement: provocative images & words
full of strong messages
challenge the public opinion
Social communication through advertisement: exchange of information, ideas or
feelings
link bewteen economy and culture

8. Consumers’ Perception: exposure, attention, interpretation
Consciousness: level of awareness
private & public self-consciousness
Subliminal messages: insidious promotion of the role of sex
shaping human beings & thoughts
Attitudes: ABC: Affect, Behaviour, Cognition
Theory

9. Culture: meanings, rituals, norms & traditions among the members of a society
Geographical influences: different climates, cultural influences & resources
Religion: values, sacred objects, beliefs, rituals, prayers, norms, requirements & taboos
Theory

10. Method
 Research Approach : Inductive Approach
Qualitative Method
 Research Design: Experimental Research Design
Focus Group

11. Focus Group:
Sample/Participants : 24 participants, random selection, different cultural and religious backgrounds
Procedure: Orchestrated by a moderator
Structured way of questions
Picture presentation- notes- conversation
Arguments: Three focus groups, lasted about one hour each
Difficult to find participants
Limited time – only 3 months
Method

12. Research Contents:
Benetton’s “UNHATE” Sisley’s “Fashion Junkie” American Apparel’s
Method

13. Empirical Findings
Themes explored with the three campaigns:
❖Provocative elements
❖Subliminal Messages
➢ Role of sex
➢ The place of women in advertising
❖Consumers’ reactions
❖Potential effects on consumer behaviour

14. Empirical Findings
The focus group particpants reacted strongly to:
Use of political and religious figures
Image of two men kissing
Use of drugs
Objectification of women
Hyper-sexualization of women

15. Analysis
The message will find its way in the consumers’ minds, and will then allow a better recall of
the brand’s name.
Ιf the message or the impression is sufficiently strong, it is growing a particular feeling towards
the product, the brand or the company.
The main subliminal message which is promoted is the role of sex.

16.  Difficult to talk about the impact of controversial messages.
 Perceptual process starts with stimuli exposure.
Consiousness and Intrepretation.
 Underestimation of the impact of subliminal messages.
Conclusion

17. Recommendations
Controversial advertisement
if used in an appropriate way, can be really beneficial !