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...