The Influence Of Controversial Advertising

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When it comes to advertising, Rayner, Wall & Kruger (2003) mentioned that one of the most important debates is the influence that advertisements have on its audiences. Advertising and marketing campaigns have been increasing and there seems to also be an increase in the amount of controversial advertising being distributed through mass media. Waller (1999) mentioned that this may be due to the fact that today’s society is more complex and that advertising agencies are trying to be more creative to gain attention or make their brand stand out. Controversial prints, especially, have the power to create false hopes or expectations, reinforce stereotypes, promote unrealistic and dangerous role models, as well as influence the content of media texts.…show more content…
While there has been records of some that have been successful with their bold statements or prints, there are also some that have suffered being “slammed” by society for not being tactful or sensitive with regards to certain issues. There are some brands that would be instantly deemed as controversial by the nature of their product, for example, condoms, alcohol or cigarettes. (Waller, 2004) However, there are also brands that has gotten themselves into hot soup, although their businesses do not involve these controversial products. The print advertisement that I have chosen to analyze is by Sisley, a brand that is a part of the famous clothing giant, Benetton

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