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

26 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

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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.",

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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.

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

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