How Products and Advertising Offend Consumers

A growing research literature suggests when and why audiences will be offended by advertisements. The content analysis reported in this article tests hypotheses derived from the literature using actual consumer complaints about advertisements delivered via the mass media.

How Products and Advertising Offend Consumers

Fred K. BeardUniversity of Oklahoma

Advertisers, industry observers, and social critics have long been interested in public attitudes toward advertising's characteristics, effects, and ethical practice....

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