Controversial Advertising - Overstepping The Mark?

Controversial advertising - a controversial topic. When done for good, it's perfectly acceptable but sometimes it's done purely to make a scene. Take United Colors of Benetton  and in particular, the image above - this may cause offence to those still stuck in the dark ages but it certainly makes you sit up and pay attention, right?

The image above SHOULD NOT be considered controversial or offensive but the company are using it to make a positive impression on the viewer's life. It is campaigning for less hate in the world - something always accepted. Sometimes the only way to truly get through to people is through shock. This is evident in social advertising such as NSPCC and sexual health among other elements of health. 

The advert above comes from Barnardos, a children's charity working against child abuse and child poverty among other things. It was number ten in a list released by the Advertising Standards Agency (ASA) in Britain's most complained about advertisements. However, the nature of the content could be used to justify the need to use shock-factors and make viewers sit up and listen. This is obviously an issue unfortunately all over the world and something a lot of people feel passionate about. However, it's also something that gets pushed to the back of the mind if you're not seeing it every day. Adverts such as this ensure the content stays relevant and will be something discussed by people and awareness will be spread.

Other examples include the need to be controversial with topics such a sexual health. Something seemingly often looked over by people the world over. Whilst a spider has nothing to do with an STD it certainly isn't an advert that you'd walk past without having a look at. If an advert like this catches your attention and makes you want to see what it's about it can make you pay attention to the message. I personally saw this on the internet years ago and knew exactly what to search for to put it into this post - it clearly stuck with me. 

Adverts such as the ones listed above are all examples of controversial advertising being used to convey a serious but positive message designed to capture the attention of the viewer. However there are companies that take it to the extreme and overstep the mark simply to cause a stir. 

Looking at the advert above there is the image of the use of drugs as well as the use of sexual imagery seen on the left model wearing a sheer dress. There is no need for a clothing retailer to use either of these controversial topics other than to initiate shock and promote conversation. This does lead to the element of social responsibility or lack thereof. A young and vulnerable girl may see this image and aspire to these models. It promotes the use of illegal activities and attempts to glamourise it. 

Another clothing retailer keen on causing a stir and using sexual imagery to get people talking is American Apparel. The company often comes under fire for the use of controversial advertising and has been in trouble for the sexualising of underage girls. These campaigns are done purely to make a splash and nothing else. 

Encouraging the objectification of women and using youthful and young girls in adverts is also showing a lack of social responsibility and encourages the young girls that may aspire to be models or even the girls that may shop there into looking up to these images and perhaps replicating them. 

Lester (2006)* states that "controversy can make a little-known company a media standout or give a fresh, edgier look to a traditional company". Whilst this is certainly true in some cases (for example, the use of shock advertising in the above Harvey Nichols campaign) most companies choose to steer clear of any negative controversy.  

Controversial advertising serves no purpose for these two companies other than a wave of bad publicity (which in marketing is always said to be a good thing). Using this kind of shock advertising in this manner is definitely overstepping the mark. While the companies mentioned previously at the beginning of this post use this manner of advertising they use it to convey a positive or informational message. 

Sometimes, a little controversy is needed to make the viewer sit up and pay attention but other times it is just classless and depicts the company in a negative light. 


*Lester, Paul Martin (2006). Visual Communication: Images With Messages. 4th ed. California: Thompson Higher Education.