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Offensive Advertising Essay

1096 Words5 Pages

Effect of Attitude toward Offensive Advertising on Purchase
Intention and Brand Loyalty of Millennials in Lipa City

Proposed by:
Delizo, Derick Lerry
De Mesa, Miko Jade
Luna, Kenneth Rangel
San Juan, Marcus Julian

M3D

Background of the Study
Most people today are not aware that there is an issue regarding advertising offensive products. Though these products are being endorsed on-screen, there are untouched and unseen messages that these advertisements are trying to convey to its viewers. Controversial products are considered offensive because they promote gender inequality, stereotyping, sexist image, indecent language, nudity and violence and subjects that are not suitable not only for young audiences but also for everyone who felt offended. (Waller, 2004). These products include condoms, feminine hygiene products, underwear, cigarettes, guns, contraceptives, alcohol and more. Controversial advertising is used by brands in an attempt to cut through the advertising clutter, gain consumer attention and enhance brand awareness in an increasingly competitive marketing communications environment (Huhmann and MottStenerson, 2008) and ( Waller, 2005) and there are also multiple reasons exist for using …show more content…

It is based on the study of (Waller & Fam 2000), and (Waller, Fam & Erdogan 2005) as a result, the proposed framework, illustrated in the figure is an adaptation of (Waller, Fam & Erdogan 2005) with two outcome variables, brand loyalty and purchase intention. Attitude towards offensive advertising can have a negative effect to both variables. Consumer’s feelings toward offensive advertising can change their evaluation of the brand. Negative perceptions would lead to low-purchase intention of consumers. Consumers would tend to purchase products of companies that is not using offensive

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