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| Author: | Beard, F.K. |
| Title: | How products and advertising offend consumers |
| Journal: | Journal of Advertising Research
2008 : MAR, VOL. 48:1, p. 13-21 |
| Index terms: | advertising advertising media consumers mass communication ethics complaints |
| Freeterms: | mass media |
| Language: | eng |
| Abstract: | The article discusses issues concerning the offensive advertising in mass media. This article uses a content analysis approach to examine actual consumer complaints about advertisements. Results support the hypothesis that the products, services, or ideas advertised do not irritate consumers as much as commercial execution e.g. themes, language or content of advertisements. The findings provide greater understanding how to avoid inappropriate methods in adverting communication. |
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