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...