Controversial Advertisement - Essay Example

Controversial Advertisement Introduction: Ever since the economic world has developed there has been the need for adverts. Businesses have made it a compulsory step in the growth of their product. The products that need to be sold have to reach the market and the audience. Advertisement is the way these products reach to the people. A product would usually be advertised by showing how to use it, why you would need it or what would be the benefits of using it. These factors would mainly rely on the basic principle that it should attract the buyer (Beard, 2008, p135). This is the main way in which businesses maximize their sales and their profits. Thus, advertisements are very important. Since the media has flourished so much in the past years, there are more sources of advertisements used. Advertisements can be on the television, internet or the newspaper. Previously, advertisements were a way in which a business would increase its sales and profits, but today these advertisements have a different meaning (Wells, 2007, p84). Why Controversial Advertisement? There are very few groups left who would advertise just for the sake of maximizing profits. Just like every other industry, in this industry too there has been a rise in the competition levels. More and more businesses have entered the markets and there is a huge space for competitors. The market and the audience welcome the competitors since they are the groups who are benefited from these competitions. Every business tries to pull down the costs to attract customers and increase quality to gain the trust. However, these aspects are shown to the public in the form of advertisements. The advertisements are now not only to sell their product, but to bring down the product of another business of the same line. This has been a trend greatly in the recent times. Competitive advertising is taking place so that new businesses can take over. Thus these advertisements can be controversial at times. Rather having the basic purpose of introducing the product to the customer, the advertisements can also be offensive for the other parties. When advertising, there are some rules to be followed which include the strict forbiddance of defaming the other product. But since the media is an open medium to freely broadcast, some people might misuse it (Bernstein, 1984, p203). Today, many issues are dealt with quite openly than the previous years. Media has flourished greatly and has shown all kinds of topics that were not openly discussed before. This is the main reason why there has been a rise to controversial advertisements. Controversial advertisements were seen rarely but now it has been a common issue. Some advertisements would be racist or some would be sexually offending. The new approach towards this controversial advertising is usually the mind sets of the people who are the audience and who are the advertisers. Sometimes the audience starts to take adverts as boring and time wasting since they are to be seen everywhere. However, the advertisers use inappropriate or controversial material in their advertisements to attract the audience towards the advertisement by showing them something shocking, interesting and new. The fact remains, that these advertisements are a source of negativity in the society, and are most often discouraged. No matter how open every issue is, there is always a code of conduct that should be followed (Overbeck and Belmas, 2011, p482). A good reputed business would never use controversial advertisements for their products’ advertising. Intention matters a lot, some businesses do not intend to make their adverts controversial but they do for certain reasons. The other types of businesses use controversial advertisements by purpose thinking of it as a rising point for their product. When a business uses this strategy to advertise, it is usually called shock advertising. A business may intend to use this strategy for many reasons. Shock advertisements Shock advertisements are used deliberately by the business in order to create some disturbance and stress amongst people so that they are attracted towards the product. Such advertisements do not necessarily have to be about the products, they are also about any awareness for health issues or social issues. The use of these shock advertisements violates the values of the society. Some of the advertisements use vulgar and unacceptable language or slogans; others use controversial images in their adverts (Lee and Johnson, 2005, p56). One of the most shocking ads was launched in Brazil. It was the Pedestrian Safety ad that had the main purpose of spreading awareness about road safety and others. The ad showed a huge bus smacked into a person crossing the road, and the person is bleeding along with the front mirror of the bus totally shattered. Such an advertisement created a sense of fear and shock amongst the public. The effects of these advertisements are already known and still they reach the public, because they are designed in such a way that they are meant to create a hype. Such advertisements break through the series of advertisements which is carried out continuously. These shock advertisements break in and create a shocking impact on the audience. This is a way to play with the public minds. They intend to make them curious about something, go through the advertisement every time a person comes up to talk about it, hear about it and in the end people end up knowing much more about that product than any other in the market (Leiss, et al, 2001, p14). These advertisements attack and challenge the public minds by showing them something which they never expected. For some people it might be new which would hold up their attention. Many bold issues are raised up through the shock advertisements. In the professional world of advertising, this strategy is one of the most effective strategies in order to spread the message to the public. However, many people consider that this type of advertisements were established by Benetton who were clothing retailers and they used the shock advertisements in order to promote many issues like health issues, racism and social issues (Lee and Johnson, 2005, p56). These shocking advertisements outraged the public and many controversies were made. This is the time from when the shock advertisements strategy began to be used by many other businesses. Though this is a risky strategy because most of the times it is seen that these advertisements are designed to target a particular group of people, but they usually offend the other batch of people. This is how the controversial issues are created. There are a number of people in the society and to take care of all the different mind sets is generally not possible (Cronin, 2004, p10). Controversial advertisements and the different views: When it comes to controversial advertisement, there are many groups involved in the strategy. One main group is the one who makes these controversial advertisements; another main group is the one who are targeted and the third main group is the one who opposes it. These three groups are equally involved when it comes to the controversial advertisements, its effects and the background. Every group has a different approach towards the use of these advertisements and a different way that it will affect them. Some of these effects can be negative while the others can be positive. However, it is mainly seen that these controversial advertisements are regarded as negative in the society rather than positive. The main group to whom these controversial advertisements are concerned is the ones who create them. It is not a piece of cake which will be created in a fraction of a second. These advertisements are created with the combination of many creative minds. There are also reasons why a business would create such an advertisement. Since marketing and advertising of the products or promotion of any brand is one of the main way in which the business makes success. The advertising departments have to come up with strategies that would attract the market and shock those (Dahl et al, 2003, p268). Advertisements are very common and not all of them go through the eye of the public, but when there is an unexpected aspect to that advertisement it will definitely catch the eye of every person and shock him. This shocking factor is what will bring the business to its desired outcome. Competition in the market has made it tough for these advertisers to create eye catching stuff thus they have opted for this approach regarding it as ‘modernization’ (Ash, 2008, p200). At times the businesses use the strategy of shock advertising by purpose in order to bring out the realities of the society and show them openly to people. Awareness programs of many health issues or social issues are now openly discussed and shown through the shock advertisements considering it as a compulsory move to be able to reach out to the people. It is a revolutionary move in which the facts and realities are reaching out to the people who tend to be unaware. One of the groups involved in this is the targeted group for whom these advertisements are specified. These advertisements target a part of the market to whom they are concerned. Not always there is place for every kind of person to fit in. even the normal advertisements are often created keeping one set of people in mind who are expected to use the product. When shock advertisements are made, the same rule is applied. It is focused on a targeted group to whom the message has to be conveyed (Giroux, 1994, 32). Since the advertisement is specially targeted to a group of people, it is definitely something of their concern, such as teenagers may be more interested in seeing an advertisement about teenage health issues. These might be helpful, informative and interesting. In this way these advertisements will reach the focused market and they would take the message positively. Thus, it is seen that shock advertisements are effective on the targeted market and they reach out to them. Often the truth is seen and understood when there is a harsh and bold action shown about it. Humour has been one of the factors involved in these advertisements which are the main source of the way the targeted people understand the advertisement (Hackley, 2010, p254). The groups of people involved in the opposing of controversial advertisements are the ones who are the untargeted groups. Many socialists have argued since years about the effects of controversial advertisements in the society. At the same time these controversial advertisements, if seen logically, are very effective over the minds of the people and bring out awareness about the facts of the society. But at the same time many opposing groups have mentioned that these controversial advertisements create controversies, differences and negativities in the society (Hardy, 2009, p87). On one hand it is observed that consumers would find it very interesting to remember it all their lives and on the other hand some people can find those advertisements threatening. An advertisement which is interesting, new and catchy is tending to be more effective than any other type of advertisement. The effectiveness of the advertisements on the people also depends on their perspectives. Sometimes a person has the ability to not be harmed by the negativities around him no matter what. The people who do not let the advertisement affect them are safe, but these can be harmful for those who have no control over their imaginations. Many youngsters or children can be influenced because of these advertisements. Since media has greatly flourished, these advertisements are also seen on television, internet and newspapers. Such advertisements can be a misleading factor for the children who are innocent. The effectiveness of the advertisement also depends upon how the advertisers have created their advertisement (Li, 2009, p456). The pictures, the slogans and the theme line matters a lot when it is about effectiveness. Too much bold messages and fearful messages would not bring out a very good effect on the people since being harsh does not always work. The use of strong and bold words may lead to people getting scared and frightened rather than affected. Some advertisements create such reactions by which people tend to remember them all their life and they have a deep effect on them. However, the effectiveness of these advertisements is for people who are either targeted or either provoked into it. This can be seen in the example of ICBC Anti- Drunk driving campaign. The Insurance Corporation of British Columbia, Canada launched a series of ads which were to stop people from drunk driving. The ads showed drunk drivers getting caught for doing something embracing while driving. They used the tagline “some things you don’t want to be caught doing’. This was greatly controversial and caused an ‘awkward’ situation amongst the public. The targeted youngsters aged 19-25, as a consequence of this ad campaign, were cautious about being caught rather being killed in an accident. Rest of the people who are the part of the society may find it difficult to accept as they argue for it being harmful for the society. These can have negative effects on the people and the children and thus this is the main reason why they are against such controversial advertisements. They also state that in this era it is very important to keep an ethical approach towards the advertisings and other main issues. The public would rather expect a truthful and decent campaign rather than bold and vulgar (Murji, 2006, p280). Practice of Controversial Advertisement It is most often said that the controversial advertisements started off by Benetton’s advertisements. Back in the history, Benetton were the Italian clothes retailers and they started off these shock advertisements in the late 1980’s when they carried out the United Colours of Benetton campaign. There were several kinds of advertisements that they had used and it had offended people greatly. Many consumers started having complaints for such bold advertisements. They highlighted many of the social and health issues and spread awareness through their advertisements for the first time. The social issues that they highlighted were ‘taking a stand’ if there was any infringement of the human right and environmental rights. These were important issues that were bought to the notice of many individuals who never realized these realities. Thus Benetton was also praised by many people for highlighting major issues that the society was having but there was no awareness. Despite the controversial advertisements Benetton were praised by a part of the society. Also, they spread awareness for the racism issues in the society. They clearly showed these issues which were definitely very controversial because this is a very sensitive matter. It created misunderstandings, differences and negativities in the society regarding racist issues. But on the other hand, these campaigns and advertisements helped the people to take out the topic and talk over it boldly (Pardun, 2009, p21). They also majorly showed patients suffering from HIV AIDS on the public network. Before this the AIDS patients were never discussed or exposed openly. AIDS was something about which people would not even like to talk about, but the step taken was a new beginning to spread awareness. This has greatly helped people and health ministers today in being able to freely campaign about the preventions of AIDS. There was also a campaign in the UK namely ‘get unhooked’ Anti-smoking ads. This was a campaign carried out in Britain to spread awareness. Later, it was banned by the government of Britain stating that this campaign had caused distress and uneasiness amongst the children of the society. The advertisements would show the lips of a smoker locked to show how they are hooked to smoking. The mediums of advertisement were television, internet, newspapers and magazines. The campaign was a very huge and bold one. However, even though there was a ban, the British government later accepted that this was one of the most effective campaigns ever. The image was so attracting and appealing that people would want to look over it and give it a thought. It was the moment when many smokers realized and there was a huge change seen (Dahl et al, 2003, p268). Back in 1971, there was another campaign by HEC to spread the awareness to use contraceptives. The campaign included an advertisement which showed a man who was pregnant with a question that “would you be more careful if it was you who got pregnant?” This campaign was a huge success because of this advertisement. Though it was disturbing and awkward but it had a huge impact on the people. The people, specifically men were targeted and the look was so shocking and new that it caught the attention of many of the men. Then the question was so deep that this had a big effect on the minds of the people. Thus, the campaign was highly successful. However these controversial advertisements have existed since long and they have been the reason for many issues that have been solved, and it not solved then reduced (Leiss, et al, 2001, p14). There have been many campaigns and advertisements about bold topics, and because of these advertisements there has been a change in the society. Where controversial advertisements have gained so much, at times these advertisements have also resulted in causing trouble and distress to many people. But a little trouble is fine when you are getting a good long term result. Such advertisements will help the society grow stronger and away from all the social problems. The ways in which each culture handles these advertisements is different. Controversial advertisements and culture: Culture matters a lot when we are talking about controversial advertisements. There is a huge difference in the cultures all around the world but the social and health problems are mainly the same. The products, the messages that have to be given to the people are same. However, the effectiveness of these advertisements and the acceptance of them, both vary from place to place. A very common example would be the western culture and the Muslim culture (Overbeck and Belmas, 2011, p482). If there is a campaign about the use of contraceptives, like the HEC campaign in 1971 in Britain, it would cause distress but it will be gradually allowed and accepted in the society since their culture does not restrict them from any of these things. However, if the same campaign is carried out in a Muslim country giving the same message to the people, the priests and religious scholars would rise in rejection. Such advertisements will not be accepted no matter what happens since their religion does not allow them to expose to such bold things openly. Here there can be religious and cultural boundaries seen which may restrict the global modern advertisements. This is the way in which cultures have a lot to for while there are controversial advertisements. These advertisements have a direct link to the cultures. If the culture and the people living in those cultures do not accept the controversial topic that is trying to be portrayed then there is no way that it can be successful. When people would not accept them, how will it affect them? However, the cultures where such advertisements cause little distress and much more effectiveness amongst the people are mostly the ones where these advertisements are permitted under the legal and political terms. Every country has its own legal system which also comprises rules and regulations for the advertisements and these advertisements are often broadcasted in the countries where they are permitted and only socially indecent (Bernstein, 1984, p203). When such advertisements and the products that they are advertising reach the people of the society, they do not only affect the practitioners but also the other people of the society. This is the reason why the HEC campaign and the ‘get unhooked’ anti-smoking ads campaign were also successful. It is not the acceptance and obeying of only the practitioners but of the society as a whole. It can be said that these advertisements are often memorable in the popular culture as there are restrictions for every culture globally. Some might allow such advertisements, and some might not by law. However, the people and the mid sets are also different from place to place. This is also one reason why these advertisements are often memorable in the popular cultures. Conclusion: Controversial advertisements are made by companies because of the marketing strategies that they apply for their product and awareness campaigns. Some groups of people are not affected by these and they are mostly the ones who are targeted. Some groups of people are opposing such advertisements as they are the social workers who believe in the wellbeing of the society and that the society should be away from issues that cause distress. The effectiveness of the controversial advertisements depends upon how the person is and how the culture is. The culture plays an important role. Some cultures would not allow these advertisements at all and some may allow them. Controversial advertisements are however, globally set out for many campaigns and products. The controversial advertisements had started by Benetton that carried out many advertisements that were bold and eye opening. After that there were many controversial advertisements seen all around that would catch the attention of the public. The main art about the controversial advertisement is that it should be creative; appealing and interesting enough to attract the customer towards the product otherwise it will not be useful. Such advertisements are based on humour and they target a specific market of people. People have different views about the controversial advertisements. Some people think of them as less troubling and more eye opening, while on the other hand some people think it is indecent and unacceptable (Winship, 2000, p55). Thus, controversial advertisements are used when there are important issues to highlight. They can catch the attention of the public in a fraction of a second. These are made with creative minds and great sense of humour. There is always something good seen after the worst. If these advertisements are controversial, there will definitely be something which is very effective for the long term of the society. But businesses need to realize that they cannot use controversial advertisements for all the products. There has to be some products that you need to advertise in a bold manner. These are all tactics to maximize business profits and survive in the industry. Reference List Ash, S. (2008) ‘”Heroin Baby”: Barnado’s, benevolence, and shame’ Journal of Communication Inquiry, Vol. 32, No. 2, pp.179-200 Beard, F. (2008).Humour in the Advertising Business: Theory, Practice, and Wit. London: Rowman & Littlefield Bernstein, D. (1984). 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