A proposed response model for controversial advertising

Publication Type:
Journal Article
Journal of Promotion Management, 2006, 11 (2-3), pp. 3 - 15
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A number of advertisers have used the strategy of controversial images (fear, sexual), or promoted their controversial product (alcohol, underwear), in a way to get the audiences' attention and a positive reaction. However, the use of controversial advertising can also potentially offend people and create a negative reaction. This article discusses controversial advertising and proposes a conceptual model of responses to controversial advertising. Copyright © 2005 by The Haworth Press, Inc. All rights reserved.
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