The Role of Controversial Advertising - Essay Example

?Introduction According to The Chartered Institute of Marketing (n.d marketing is “the management process responsible for identifying, anticipating and satisfying customer requirements profitably.” This definition emphasizes that there is a need for the management to provide products and services that would satisfy the different needs of consumers and organizational objectives in a profitable way. Although marketing had becoming more complicated as time goes by still its focus remains the same, to serve and satisfy customers, take advantage over competitors, and maximize profit. Marketing is not just about selling but also advertising which is considered today as an important vehicle of marketing communications in times of intensive competition in the global market. 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), “for those who have the courage to publish a controversial 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 pattern 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), “the messages of other controversial ads might be less bland, such as the general desirability of envelope pushing, freedom, and openness, and the relativity and subjectivity of matters of taste and propriety.” Yes, the use of this kind of advertisements can be effective and advertisers have considered this method as a means to make a certain advertisement stand out among others. How this method became effective is illustrated by the controversial advertising campaign run by United Colors of Benetton. The Benetton Group, a clothing manufacturer, used to publish controversial advertisements for over thirty years which are considered to be one of the best known self-consciously campaigns that try to address people particular problems. Most of their advertisements featured racism that highlighted political, sexual, and moral conflict that people faced in the 20th century. Figure 2 below shows some of the Benetton’s controversial advertising such as a priest kissing a nun, an angel together with a devil, and political and religious conflict between white and black whose aim is to unite differences under the United Colors Benetton flag. Figure 2: Controversial Photography of United Colors Of Benetton Source: (United Colors of Benetton Photo Gallery, n.d.) Through these controversial advertisements that perceived to be offensive and displayed liberating messages, United Colors of Benetton had become a world renowned brand (Jeurissen, 2007, p.158). Aside from becoming a world famous icon, Benetton also managed to increase its sales volume and revenue. Benetton advertisers commented that they are running controversial campaigns in order to create value for their products, gain public awareness and made not just to communicate with their customer but to individuals. A series of their advertisements emphasized real problems in the world today, that instead of unity they featured differences that separate, and other shocking campaigns about conflicts in politics and religions, sex, and morality. Companies believed that if they adopt controversial advertising campaigns, their brand awareness will be increased, they will generate more sales, they will be viewed to have unique reputation, and they will become memorable. However, the possibility that not all people will learn to appreciate the beauty and creativity of controversial advertisements is present particularly to those conservative consumers. Controversial advertising campaigns have also some demerits such as negative attention from people particularly if the advertisements apparently involve the offensiveness of advertisements. In the study conducted by Predergast and Ho (2006, p.109) about consumers perception of offensive advertising, it has been found out that consumers “generally unlikely to purchase the product promoted by advertisements they found offensive...They would rather choose products with the same features and with similar benefits from companies without offending advertising.” These negative consequences can sway consumers away and might lead to a decrease in sales if customers will refuse to buy the products or the services. There are many instances that companies faced negative connotations with regard to their controversial advertisements and most of them are led to legal proceedings just like the newest Burger King advertisement which is considered to be an oral sex advertisement (see figure 3) and the advertisement campaign of Sony PSP with its racist message (see figure 4). Figure 3: Burger King Figure 4: Sony PSP Source: (Daily Finance, n.d.) Source: (Softpedia, 2006) In fact, based on a survey, most of the marketing agencies that are into controversial advertising campaign are sued and required to pull-out their advertisements if proven guilty (Transportation Research Board Executive Committee, 2004, p.32). Once the products or services advertisements are banned it may be difficult for the agency to reposition for this will automatically lead to a decrease in product usage. That is why it is necessary that every now and then or after the advertising campaign is over, the effectiveness will be measured based on the needs and satisfaction of every individual. In addition, through assessment, advertisers will know if they achieved their desired result and organizational objectives such as increase in sales turnover, sales revenue, and brand awareness. Businesses have been pouring millions or even billions of dollars on advertising just to influence consumer’s choice behavior toward a particular product, purchasing decisions, and incremental value so that consumer’s commitment will continue and helped them earned more sales. Actually an increase in sales is not a good measurement of advertising effectiveness because it could not determine general development in the business condition during the time period that the advertisement actually happens because entire sales transaction should be completed first. Aside from evaluating the effectiveness of controversial advertisement through sales or profits, the effectiveness can also be measured through the message perceived by the customers. In addition, communication is also one of the measurement of the effectiveness of advertising in such a way that if consumers attitude and behaviors are likely affected by the advertisements, then it is effective. Communication would tell if the consumers can recall the message that the advertisements convey and if they show positive attitude towards the advertising message. Through this, the company would determine if the advertisements had been successful in achieving organizational objectives and if they have reached their target buyers at a minimum cost and become profitable. Likewise, controversial advertisement is considered to be effective if there is an increase in sales, if the controversy had awaken people attention or state of mind, and show favourable attitude towards a product, service or organizational message. Conclusion Many companies nowadays have considered the role of controversial advertising to be one of their method in selling their products or services. This is one of their ways in order for them to stand out among others and gain public attention and awareness. The method has been effective considering that it raises brand awareness and sales revenue just like the United Colors of Benetton. However, this method has also some negative consequences particularly in dealing with conservative consumers. References Daily Finance, n.d. Ads gone bad. [Online] Available at: http://www.dailyfinance.com/special/ads-gone-bad/# [Accessed 1 April 2011]. Hosford-Dunn, H. Roeser, R.J., & Valente, M., 2000. Audiology practice management. New York, NY: Thieme Medical Publishers, Inc. Huang, A., 2010. 80 extreme advertisements that will change your mind. [Online] 25 Feb. Available at: http://www.onextrapixel.com/2010/02/25/80-extreme-advertisements-that-will-challenge-your-mind/ [Accessed 4 April 2011]. Jeurissen, R., 2007. Ethics & business. The Netherlands: Royal Van Gorcum. Prendergast, G. & Ho, B., Offensive advertising. In: K. Chan, ed. 2006. Advertising and Hong Kong society. Hong Kong: The Chinese University Press. Ch.5. Softpedia, 2006. Sony pulls ‘“racist” PSP white ad campaign. [Online] Available at: http://news.softpedia.com/news/Sony-pulls-racist-PSP-White-ad-campaign-29455.shtml [Accessed 1 April 2011]. The Chartered Institute of Marketing, n.d. Definition of marketing. [Online] Available at: http://www.cim.co.uk/resources/understandingmarket/definitionmkting.aspx [Accessed 1 April 2011]. Transportation Research Board Executive Committee, 2004. Transit advertising sales agreements. Washington, DC: Transportation Research Board. United Colors of Benetton, n.d. Photo gallery. [Online] Available at: http://www.benettongroup.com/en/whatwesay/sottosezioni/campaigns_photo_gallery.htm [Accessed 1 April 2011]. Wright, G.R., 1997. Selling words: free speech in a commercial culture. New York, NY: New York University Press. Read More