Offensiveness of Advertising with Violent Image Appeal: A Cross-Cultural Study

Waller D. S., Deshpande S., ERDOĞAN B. Z.

Journal of Promotion Management, vol.19, no.4, pp.400-417, 2013 (Scopus) identifier

  • Publication Type: Article / Article
  • Volume: 19 Issue: 4
  • Publication Date: 2013
  • Doi Number: 10.1080/10496491.2013.817220
  • Journal Name: Journal of Promotion Management
  • Journal Indexes: Scopus
  • Page Numbers: pp.400-417
  • Keywords: advertising, cross-cultural, offensiveness, violence
  • Anadolu University Affiliated: Yes


Violent images are often used in advertisements to gain attention and sell products, resulting in complaints to regulatory bodies and concern regarding the effects of these potentially offensive advertisements on society. This paper presents the results of a survey of 930 university students from six countries to determine which personal and attitudinal variables have a significant influence on their attitudes toward advertisements with violent images. The results indicate that gender, country, intensity of religious beliefs, economic inclination, and products (social/political groups) produced the strongest reaction. These factors should be considered when advertisers run local or global campaigns with violent images. © 2013 Copyright Taylor and Francis Group, LLC.