- Restrictions on Access:
- Open Access.
- 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.
- Dissertation Note:
- B.A. Pennsylvania State University 2019.
- Technical Details:
- The full text of the dissertation is available as an Adobe Acrobat .pdf file ; Adobe Acrobat Reader required to view the file.
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