PT  - JOURNAL ARTICLE
AU  - Prendergast, Gerard
AU  - Cheung, Wah-Leung
AU  - West, Douglas
TI  - How Far Is Too Far? The Antecedents of Offensive Advertising in Modern China
AID  - 10.2501/S0021849908080562
DP  - 2008 Dec 01
TA  - Journal of Advertising Research
PG  - 484--495
VI  - 48
IP  - 4
4099  - http://www.journalofadvertisingresearch.com/content/48/4/484.short
4100  - http://www.journalofadvertisingresearch.com/content/48/4/484.full
SO  - J Advert Res2008 Dec 01; 48
AB  - 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.