Effectiveness of Controversial Advertising (Marketing Communications) Essay

Effectiveness of Controversial Advertising (Marketing Communications) - Essay Example According to Hosford-Dunn, et al. (2000, p.163), the basic functions of advertising are: to inform, persuade, or remind and reinforce customers so that information about the products and services will be disseminated and eventually sell themselves. Advertising is one of the marketing strategies that is used in communicating information with a purpose of influencing individual about a certain product or services in order to stimulate market demand. Advertising is considered as a business activity for it involves money and time; however, this activity is naturally visible, in fact, it is prone to public criticisms particularly when it did not meet consumer expectations and satisfactions, and when it delivered false advertising. Advertisements are considered to be successful if they affect people purchase power and consequently increase sales turnover, sales revenue and elevate brand awareness. All advertising efforts are expected to originate from genuine, unique and eye catching idea; however, marketers nowadays are crossing the traditional line and run controversial advertisements. The main thrust of this paper is to discuss the effectiveness of controversial advertising as a method of successfully selling a product. Controversial Advertising During the 19th and the 20th century when competition is becoming more intense, companies have increased their interest in using advertisements just to be competitive. There are billions of advertisements appearing in a day and this number is growing rapidly. This overwhelming information received by the viewing public had made them saturated and lessen their attention toward every advertisements because they go unnoticed and viewed in an unconscious manner. In order for advertisers to hold new chances in gaining public attention and awareness, they downplay shocking advertisements that are morally daring and offensive to the public. According to Jeurissen (2007, p.158), â€Å"for those who have the courage to publish a c ontroversial advertisement, there is a chance that their message will become the subject of a lively discussion: people will start to talk about it...† Adventurous marketers preferred to use controversial advertising as a method of successfully selling a product because they believed it will cause curiosity in people awareness and make everyone remember. However, a great percentage of consumers said that these kinds of advertisements leave negative consequences. The Effectiveness of Controversial Advertising Nowadays, advertisements are made to execute themes that are beyond the line of creativity and are sometimes exaggerated, eye catching and more controversial than ever just to capture the attention of the viewing public. The print advertisements below are some of the controversial advertising campaigns whose concepts are extreme and shocking just to promote products or services (see figure 1). Figure 1: Controversial and Disturbing Print Ads Source: Huang, 2010 This patter n addresses organizational message that is beginning to emerge wherein advertisers use gore, violence, nudity, sexual connotation, etc., which used to show social, political, and moral conflicts. However, according to Wright (1997, p.141), â€Å"the messages of other controversial ads might be less bland, such as