How Far Is Too Far? The Antecedents of Offensive Advertising in Modern China

Gerard Prendergast, Wah-Leung Cheung and Douglas West

Previous research has classified offensive advertising into matter (offensive products and services) and manner (offensive execution).

How Far Is Too Far? The Antecedents of Offensive Advertising in Modern China

Gerard Prendergast and Wah-Leung CheungHong Kong Baptist University

Douglas WestUniversity of Birmingham, UK

INTRODUCTION

People may perceive advertising to be offensive for a variety...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today