An Asian perspective of offensive advertising on the web
Huang Chia Hwa and Gerard Prendergast
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...
