How far is too far? the antecedents of offensive advertising in modern China

Gerard P PRENDERGAST*, Wah Leung Cheung, Douglas West

*Corresponding author for this work

    Research output: Contribution to journalJournal articlepeer-review

    21 Citations (Scopus)


    Previous research has classified offensive advertising into matter (offensive products and services) and manner (offensive execution). This study was designed to (1) develop a more comprehensive schedule of offensive advertising and (2) identify the psychological predictors of taking offense. A survey conducted in Hong Kong and Shanghai showed that offensive advertising could be classified into three categories: advertisements dealing with offensive sexual matter, advertisements for offensive nonsexual matter, and advertisements displaying an offensive manner. Of these categories, manner was perceived as the most offensive. Self-esteem and susceptibility to interpersonal influence both were significant in predicting the level of offensiveness for all three types of offensive advertising.
    Original languageEnglish
    Pages (from-to)484-495
    Number of pages12
    JournalJournal of Advertising Research
    Issue number4
    Publication statusPublished - 1 Dec 2008

    Scopus Subject Areas

    • Communication
    • Marketing


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