Controversies in Advertising: A Content Analysis

Open Access
Author:
Brofermaker, Lois
Area of Honors:
Advertising/Public Relations
Degree:
Bachelor of Arts
Document Type:
Thesis
Thesis Supervisors:
  • Fuyuan Shen, Thesis Supervisor
  • Kristen M Kegerize, Honors Advisor
Keywords:
  • advertising
  • controversy
  • advertising controversies
  • controversial ad campaigns
Abstract:
When millions of dollars are on the line, the last thing a company wants to do is pull an ad campaign. Though some companies, such as Benetton, seek to be controversial, not all companies want their brands to be potentially perceived in a negative light. This thesis seeks to investigate the largely unexplored area of controversial advertising and provide insights into common reasons why an advertising campaign would be controversial. Through the aggregation and content analysis of pulled and protested advertising campaigns over the last ten years, and by highlighting notable examples of such, this thesis will show what to avoid if controversy is not the goal, and what kinds of campaigns resulted in controversy.