The Consumer Responses toward the Offensive Product Advertising
Authors: Chin Tangtarntana
The main purpose of this study was to investigate the effects of animation in offensive product advertising. Experiment was conducted to collect consumer responses toward animated and static ads of offensive and non-offensive products. The study was conducted by distributing questionnaires to the target respondents. According to statistics from Innovative Internet Research Center, Thailand, majority of internet users are 18 – 44 years old. The results revealed an interaction between ad design and offensive product. Specifically, when used in offensive product advertisements, animated ads were not effective for consumer attention, but yielded positive response in terms of attitude toward product. The findings support that information processing model is accurate in predicting consumer cognitive response toward cartoon ads, whereas U&G, arousal, and distinctive theory is more accurate in predicting consumer affective response. In practical, these findings can also be used to guide ad designers and marketers that are suitable for offensive products.
Digital Object Identifier (DOI): doi.org/10.5281/zenodo.1131021Procedia APA BibTeX Chicago EndNote Harvard JSON MLA RIS XML ISO 690 PDF Downloads 706
 Anderson, J. R. 2000. Cognitive Psychology and Its Implication (5th ed.). New York: Worth.
 Ang, S. H., & Lim, E. A. 2006. "The Influence of Metaphors and Product Type on Brand Personality Perceptions and Attitudes." Journal of Advertising , 35, 2: 39-53.
 Ang, S. H., Lee, Y. H., & Leong, S. M. 2006. "The Ad Creativity Cube: Conceptualization and Initial Validation." Journal of the Academy of Marketing Science , 35, 2: 220–232.
 Appiah, O. 2001. "Ethnic Identification on Adolescents’ Evaluations of Advertisements." Journal of Advertising Research , 41, 5: 7-22.
 Babrow, A. S. 1987. "Student Motives for Watching Soap Operas." Journal of Broadcasting and Electronic Media , 31, 3: 309-321.
 Baker, W. E., & Lutz, R. J. 1988. "The Relevance Accessibility Model of Advertising Effectiveness." In S. Hecker, & D. W. Stewart, Nonverbal Communication in Advertising, pp. 59-84. Lexington, MA: Lexington Books.
 Burnett, M. J., & Dollar, A. 1989). Business Communication: Strategies for Success. Houston,Texas: Dane.
 Cacioppo, J. T., & Petty, R. E. 1981). "Electromyograms as Measures of Extent Affectivity of Information Processing." American Psychologist , 36: 441-456.
 Cai, L. A., Feng, R., & Breiter, D. 2004). "Tourist Purchase Decision Involvement and Information Preferences." Journal of Vacation Marketing, 10, 2: 138-148.
 Calisir, F., & Karaali, D. 2008). "The Impacts of Banner Location, Banner Content and Navigation Style on Banner Recognition." Computers in Human Behavior, 24: 535-543.
 Csikszentmihalyi, M. 1999). "Society, Culture and Person: A Systems’ View of Creativity." In R. J. Sternberg, Handbook of Creativity, pp. 325–339. New York, NY: Cambridge University Press.
 Dahl, D. W., Frankenberger, K. D., & Manchandra, R. 2003. "Does it pay to shock? Reactions to Shocking and Non-shocking Advertising Content among University Students." Journal of Advertising Research , 43, 3: 268-80.
 Dahlén, M. 2005. "The Medium as a Contextual Cue: Effects of Creative Media Choice." Journal of Advertising , 34, 3: 89-98.
 Day, K. D. 1980. "The Effect of Music Differing in Excitatory Potential and Hedonic Valence on Provoked Aggression." Bloomington, IN (unpublished doctoral dissertation, Indiana University).
 Ericsson, K. A. 2003. "The Acquisition of Expert Performance as Problem Solving: Construction and Modification of Mediating Mechanisms through Deliberate Practice." In J. E. Davidson, & R. J. Sternberg, The Psychology of Problem Solving, pp. 31-83. Cambridge, England: Cambridge University Press.
 Monk, R. (2000). Bertrand Russell, 1921-70 the Ghost of Madness.
 Marzano, R. J. (1998). A Theory-Based Meta-Analysis of Research on Instruction.