China is a country that has undertaken a great transformation since the late 1970' s, and among these changes, has seen a massive growth in the advertising industry with the influx of foreign advertisers, and the development of regional and global media, such as satellite television and the Internet. This has resulted in the Chinese people of all ages having a greater opportunity of exposure to different types of advertising, including the advertising of potentially controversial products, which could clash with (...) traditional Chinese values. Using a stakeholder theory approach, this study analyzes the responses of 630 Chinese respondents to discover who is offended by controversial advertisements and determine ways potentially offensive advertising messages can be reduced, thereby assisting marketers in being more socially responsible in their advertising messages. (shrink)

This paper suggests a framework for determining the ethicality of disguised and obtrusive advertising. While most discussions of advertising ethics deal with deception or fraud, the proposed framework is based on the way messages are presented to audiences. Suggestions for measurement and future research are given.

This paper suggests a framework for determining the ethicality of disguised and obtrusive advertising. While most discussions of advertising ethics deal with deception or fraud, the proposed framework is based on the way messages are presented to audiences. Suggestions for measurement and future research are given.

The advertising of controversial products/services and the use of controversial images to "cut through the clutter" in the marketplace appears to be increasing around the world. However, apart from the general ethical issue regarding the deliberate use of controversial/offensive images for public viewing that may offend some people, it is important to determine what makes a controversial advertisement offensive? A questionnaire was distributed to 1014 students across four different countries in the Asia Pacific region to determine what type of products (...) are seen as offensive and the reasons they are offensive. The results present some important implications for international marketers. (shrink)