A proposed response model for controversial advertising

Waller, DS

A proposed response model for controversial advertising

Waller, DS

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Publication Type:: Journal Article
Citation:: Journal of Promotion Management, 2006, 11 (2-3), pp. 3 - 15
Issue Date:: 2006-03-01

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Field	Value	Language
dc.contributor.author	Waller, DS https://orcid.org/0000-0002-4016-4275	en_US
dc.date.issued	2006-03-01	en_US
dc.identifier.citation	Journal of Promotion Management, 2006, 11 (2-3), pp. 3 - 15	en_US
dc.identifier.issn	1049-6491	en_US
dc.identifier.uri	http://hdl.handle.net/10453/5787
dc.description.abstract	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.	en_US
dc.relation.ispartof	Journal of Promotion Management	en_US
dc.relation.isbasedon	10.1300/J057v11n02_02	en_US
dc.subject.classification	Marketing	en_US
dc.title	A proposed response model for controversial advertising	en_US
dc.type	Journal Article
utslib.citation.volume	2-3	en_US
utslib.citation.volume	11	en_US
utslib.for	150502 Marketing Communications	en_US
utslib.for	1503 Business and Management	en_US
utslib.for	1505 Marketing	en_US
utslib.for	2001 Communication and Media Studies	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
pubs.organisational-group	/University of Technology Sydney/Faculty of Business/Marketing Discipline
utslib.copyright.status	closed_access
pubs.issue	2-3	en_US
pubs.publication-status	Published	en_US
pubs.volume	11	en_US

Abstract:

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.

Please use this identifier to cite or link to this item:

http://hdl.handle.net/10453/5787