Offensive Advertising Phenomenon; Concepts and Causes | ||||
| International Design Journal | ||||
| Article 13, Volume 9, Issue 1 - Serial Number 29, January 2019, Page 167-177 PDF (1.66 MB) | ||||
| Document Type: Original Article | ||||
| DOI: 10.21608/idj.2019.83884 | ||||
 View on SCiNiTO | ||||
| Authors | ||||
| Marwa Ibrahim Said Faramawy1; Mai Ali Nada2; Abeer Hassan Abdo3 | ||||
| 1Assistance Lecturer, The Higher Institute of Applied Arts, 6th of October City. | ||||
| 2Assistance Professor, Faculty of Applied Arts, Helwan University | ||||
| 3Professor of Design, Faculty of Applied Arts, Helwan University | ||||
| Abstract | ||||
| Background: Marketers and business practitioners are constantly confronted with intricate tasks of targeting and promoting products to consumers effectively. Consequently, advertising with novel, fresh and even out of the box ideas and themes is more than often needed, and hence used to generate awareness and interest in the marketplace. As a result, controversial images, slogans and subjects that may potentially be seen as offensive when advertised are frequently exploited. These have become more common over the last two decades with no sign of abatement. For marketers, the problem is that advertising campaigns that are controversial or offensive are either very successful or very harmful, depending on the reaction of the audience received and what happens in the market. Statement of Problem: In recent years, some advertisers and marketers have resorted to offensive advertising campaigns that are controversial because they contain offensive, religious, or racially offensive images, phrases and images that offend the target audience. Objectives: to Study (a) the phenomenon of offensive advertisements locally and internationally (b) the negative effects of abusive advertisements towards the message and the brand and to verify that the offensive visual processing of the advertisement is harmful to the advertising message, brand or institution even if the product or content is not controversial and to emphasize that the design of the ad based on the hint of fun and the use of intelligent visual elements affect emotionally and intellectually respects the mind and culture of the recipient increases the likelihood of acceptance of the advertising, although carrying a critical message. Methodology: The analytical descriptive method. Results: The offensive advertisement design for non-critical messages, causes negative effects towards the product and brand. It has been noted in that often people are more offended to offensive creative processing techniques, more than the advertising of certain controversial products. The advertisements of critical issues requires the designer to put up smart advertising ideas, and apply the psychological coping mechanisms in order to convey the meaning without prejudice to the dignity and dignity of the recipient. Where the probability of acceptance of the public receiving the critical message is increased if two conditions are achieved: "non-abusive visual treatment", and choose the means of advertising appropriate to the nature of the idea and the message. The likelihood of acceptance of the critical message by the receiving public becomes more likely - if two conditions are met: "non-abusive visual treatment" and choosing the appropriate means of advertising for the nature of the idea and the message. Collective / high-context cultures are more rejection to controversial advertisings than individual / low-context cultures. | ||||
| Keywords | ||||
| Controversial Ad; Offensive Ad; Critical Messages; Culture Dimensions | ||||
| References | ||||
|
1- Ayad, Nihal.” Can Offensive Advertising Strategies Survive THE Perceptions of THE Millennial Muslims in Egypt?”Doctoral Research Degree Programme (PhD) in London School of Commerce.Metropolitan University, Cardiff, UK.2017.
2- Chan, K- LI, Lyann- Diehl, Sandra.” Consumers’ response to offensive advertising: a cross cultural study”- International Marketing Review- Vol. 24 No. 5, (2007): 606-628
3- Christy, Timothy P. “Females' Perceptions of Offensive Advertising: The Importance of Values, Expectations, and Control”- Advertising. Vol 28 No (2) (2006):15-32
4- De Run, Ernest Cyril- Ting, Hiram."Determining Attitudinal Beliefs about Controversial Advertising” - International Journal of Business and Society, Vol. 15 No. 3,( 2014): 465 – 476
5- Dumbrava, Gabriela- “The Concept of Framing in Cross-Culture Business Communication”-Annals of the University of Petrosani, Economics, Vol.10 No(1),( 2010): 83-90
6- Eyada, Basnt.An Empirical study of Banned Advertising in Egypt and Violated Morals.International Design Journal, Volume 8, Issue 2.(2018)- P 27-37
7- Rashid, Alina-Khan, Nasar. “Consumer Attitude and Behavior of Religious Consumers towards Offensive Advertisement”-Annals of behavioral Science- iMedPub Journals-Vol.3No2:6 (2017):1-4
8- Shyan, K- Waller, Ds- Erdogan, B.zafer-“The Influence of religion on attitudes towards the advertising of controversial products
9- No. 5/6(2004): 537-555
10- Waller, David S-“Consumer Offense towards the Advertising of Some Gender-Related Products”- Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, Vol 20(2007): 72-83
11- Wang, Dapeng. The role of cultural values on the perception of advertising as offensive: a case study of Chinese Tertiary Students in Auckland- Master of International Communication-Institute of Technology-New Zealand-2013- P8
14- www.vogue.co.uk
17- www.Facebook.com/Juhina Diary/Official
19- https://www.youtube.com/Orange/Channel Official
21- http://newhousesocialmedia.syr.edu/likeagirl/Pdf
22- https://www.campaignlive.co.uk/article/case-study-always-likeagirl)
23- https://www.dandad.org/en/d-ad-always-like-a-girl-campaign-case-study-insights
24- https://web.facebook.com/DurexHimEG) DurexHerEG
25- https://web.facebook.com/Always-Girls
26- http://www.thehappenstanceproject.com/miki-agrawal/thinx /interview)
27- www.chicagotribune.com/lifestyles/stevens/ct-thinx-period-underwear
28- hhttps://www.ana.net/miccontent/show/id/er-mult-jun18-thinx
29- .http://www.elyomnew.com/news/refresh/2016/06
30- https://www.youtube.com/watch?v=Uzc3jEtCCJE | ||||
|
Statistics Article View: 1,140 PDF Download: 370 |
||||
