The Pros And Cons Of Offensive Advertising

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Over the years, the advertising industry has consistently been a target of criticism. One criticism especially prevalent among activists and audience members alike involves advertising 's ability to offend (Fam et al, 2004). Offensive advertising is an act and/or a practice that violates the norm (Dahl, 2003). Offensive advertising includes messages that transgress laws and customs (e.g. anti-human rights), breach a moral or social code (e.g., profanity, vulgarity) or outrage the moral or physical senses (e.g., gratuitous use of violence, use of disgusting images). In the Western countries, advertising that are offensive refers to the presentation of misleading information, persuasion to buy unnecessary products and promotion of undesirable and harmful values. Offensive advertising also can be defined as irritating or intrusive that are related to sex and decency issues, advertisement that are targeted to only a certain group of people, shocking appeals and also feminism criticism (Dahl, et al., 2003). Also, a similar definition of offensive advertising is “advertisement that can triggers the reaction of embarrassment, distaste, disgust, offence or outrage from a segment of the population when presented” (Waller, 2004) In the Eastern countries in contrast, the types of offensive advertisement are such as using images, or chants to arouse sensitive issues for section of the target audience that violates the religious norms and can shock people and interpret as a

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