An Asian perspective of offensive advertising on the web

The majority of research about offensive advertising has been conducted in Western countries. However, little is known about consumers' perceptions of offensive advertising in an Asian context, especially offensive advertising on the web.

An Asian Perspective Of Offensive Advertising On The Web

Gerard Prendergast Hong Kong Baptist University andHuang Chia Hwa Pacific Century Cyberworks

INTRODUCTION

In order to draw the audience's attention to a product or service advertisement, there has been an increasing use of controversial advertising in recent years (Lyons 1996; Matthews 1997; Waller 1999). This trend has occurred in Hong Kong as well (Tilles 1998; Apple Daily 1999; Wong 2000; Schwartz 2001). A distinctive advertisement may be memorable to a target audience, but the effect may be either positive or negative. There have been cases where consumers...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands