Whether they are from established or up-and-coming companies, controversial ads have always been a hot topic of discussion. The main argument is whether they are intentional or not. From time to time, many companies find themselves defending or apologizing for a controversial ad campaign. From the Whopper Virgins to their ad for the BK Super Seven Incher, Burger King has recently been known for their unusual choice of ads. Critics have accused them of exploiting third world hunger and even misogyny.
Moreover, the fashion industry is well-known for sexual images portrayed in their advertisements and magazine spreads. American Apparel is no stranger to this controversy. CEO Dov Charney has had many sexual harassment lawsuits filed against him and it may not help that his company’s ads are considered borderline pornographic. But controversial ads are not restricted to this industry; Sony has been subject to scrutiny with the release of their white Sony PSP. The ad above shows a racially charged tone that has been criticized by many. Sony actually had a similar ad that was rejected for the campaign with the tagline, “White is better”.
So, why would a company purposely put out an advertisement that could possibly be considered offensive? For some companies, that may be their intent. There are advantages and disadvantages to consider when it comes to controversial advertisements:
Advantages
- Positive attention from a quirky or unusual ad
- Increased awareness can generate more sales
- Reputation for being different
- Being memorable and subject to buzz on social media sites
Disadvantages
- Negative attention frsom overtly sexual, racist, or violent ads
- Boycott can lead to a decrease in sales
- Hard to follow up with ads without going overboard
- Other unintended consequences
What are your thoughts on controversial advertisements?
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