An Exploratory Investigation into the Nature of Offensive Television Advertising

TLDR

Offensive advertising is known to be multidimensional, yet its specific dimensions remain poorly understood. The study distinguishes two dimensions: Offensive Products, involving taboo products, and Offensive Execution, involving offensive themes or execution styles. The exploratory analysis identified Offensive Products and Offensive Execution as distinct dimensions, underscoring their relevance for theory and advertising practice.

Abstract

Abstract Abstract The advertising literature contains some evidence that offensive advertising is multidimensional in nature, but little is known about the character of these dimensions. In an exploratory study of TV advertising, two different dimensions of "offensive" were identified. These dimensions were labeled Offensive Products and Offensive Execution. This distinction is important both for the study of the construct as well as for advertisers who are faced with decisions on advertising execution. The Offensive Products dimension contains those products related to consumer problems which social norms dictate should not be discussed in public. The Offensive Execution dimension, the dimension over which the advertiser has more control, consists of those ads which are perceived to be offensive by the nature of the execution or themes and/or topics of the ad and not the product itself.