Attitude To Controversial Advertising In China

This study intends to study in the Chinese social and cultural background, which product categories, advertising execution methods and media factors will lead to controversy?What are the features of Chinese controversial advertising compared with the West? How can the controversial advertising be classified? How different populations accept different kinds of controversial advertising? In this study, qualitative and quantitative research method were both used. To achieve the research purposes,I conducted two studies.Study1conducted a open-ended questionnaires of146college students and a focus group to obtain various forms of Chinese controversial advertising. Study2used a structured questionnaire, collected568valid samples by quota sampling method.Then I found the classification of controversial advertising through factor analysis and investigate the acceptance of different kinds of controversial advertising.The study found that Chinese controversial product advertising can be divided into three categories, the most offensive one is the Gray Zone product advertising, such as private hospitals,cottage phones,breast enhancement products, health products, online games advertising. Second is addictive product advertising, including tobacco and alcohol advertising.The last one is sexual or privacy related product advertising, such as sanitary napkins,condoms ads. Chinese controversial advertising executive can be divided into four categories,the most offensive one is discriminatory advertising, including discrimination against consumers,vulnerable groups and women,and disrespect with Chinese ethics and traditional culture.Followed by the exaggerated or bad taste advertising,such as vulgar and deceptive ads. The third category is sexual or privacy advertising. Finally is advertisements with unappropriate characters or scenes. Controversial media factors are divided into four categories,the most offensive are controversial ad methods, such as too long advertising time,too many repetitions.The second is controversial advertising in new media,such as video spots,Web advertising popups.The last are advertising in the traditional media and outdoor media. Gender,age,education,religion, family and marital status,monthly income,living places will significant influence the acceptence of different kinds of controversial advertising.The study found that there are common forms between Chinese and Western controversial advertising, but there are some forms of Chinese characteristics, such as the Gray Zone product advertising.This paper discusses the reasons for the differences with the West, as well as recommendations for the relevant administrative departments and advertising agencies.