@article {Prendergast484, author = {Gerard Prendergast and Wah-Leung Cheung and Douglas West}, title = {How Far Is Too Far? The Antecedents of Offensive Advertising in Modern China}, volume = {48}, number = {4}, pages = {484--495}, year = {2008}, doi = {10.2501/S0021849908080562}, publisher = {Journal of Advertising Research}, abstract = {Previous research has classified offensive advertising into matter (offensive products and services) and manner (offensive execution). This study was designed to (1) develop a more comprehensive schedule of offensive advertising and (2) identify the psychological predictors of taking offense. A survey conducted in Hong Kong and Shanghai showed that offensive advertising could be classified into three categories: advertisements dealing with offensive sexual matter, advertisements for offensive nonsexual matter, and advertisements displaying an offensive manner. Of these categories, manner was perceived as the most offensive. Self-esteem and susceptibility to interpersonal influence both were significant in predicting the level of offensiveness for all three types of offensive advertising.}, issn = {0021-8499}, URL = {https://www.journalofadvertisingresearch.com/content/48/4/484}, eprint = {https://www.journalofadvertisingresearch.com/content/48/4/484.full.pdf}, journal = {Journal of Advertising Research} }