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

Gerard P PRENDERGAST; Wah Leung Cheung; Douglas West

doi:10.2501/S0021849908080562

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 journal › Journal article › peer-review

21 Citations (Scopus)

Abstract

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 language	English
Pages (from-to)	484-495
Number of pages	12
Journal	Journal of Advertising Research
Volume	48
Issue number	4
DOIs	https://doi.org/10.2501/S0021849908080562
Publication status	Published - 1 Dec 2008

Scopus Subject Areas

Communication
Marketing

Access to Document

10.2501/S0021849908080562

Cite this

@article{70469c0ba1f2480b9ee98b0b53556b64,

title = "How far is too far? the antecedents of offensive advertising in modern China",

abstract = "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.",

author = "PRENDERGAST, {Gerard P} and Cheung, {Wah Leung} and Douglas West",

year = "2008",

month = dec,

day = "1",

doi = "10.2501/S0021849908080562",

language = "English",

volume = "48",

pages = "484--495",

journal = "Journal of Advertising Research",

issn = "0021-8499",

publisher = "The Advertising Research Foundation",

number = "4",

}

TY - JOUR

T1 - How far is too far? the antecedents of offensive advertising in modern China

AU - PRENDERGAST, Gerard P

AU - Cheung, Wah Leung

AU - West, Douglas

PY - 2008/12/1

Y1 - 2008/12/1

N2 - 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.

AB - 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.

UR - http://www.scopus.com/inward/record.url?scp=58149194793&partnerID=8YFLogxK

U2 - 10.2501/S0021849908080562

DO - 10.2501/S0021849908080562

M3 - Journal article

AN - SCOPUS:58149194793

SN - 0021-8499

VL - 48

SP - 484

EP - 495

JO - Journal of Advertising Research

JF - Journal of Advertising Research

IS - 4

ER -

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

Abstract

Scopus Subject Areas

Access to Document

Other files and links

Fingerprint

Cite this