The Use of Bad Language in Advertising: the Building of a Conceptual Framework

Mortimer, K. (2007) The Use of Bad Language in Advertising: the Building of a Conceptual Framework. Paper presented to: Australian and New Zealand Marketing Academy Conference 2007, Otago, 2007-12-03 - 2007-12-05.

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10543:23324

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10543:23324

ANZMAC 2007
ANZMAC_2007.pdf - Published Version
Available under License ['licenses_description_unspecified' not defined].

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Abstract:

The inclusion of swear words in advertising is becoming more popular and yet very little has been written on the use of this creative tool. This paper attempts to stimulate this area of research by exploring reasons why an advertiser might use swear words. Drawing on various streams of research a conceptual model is created which identifies six reasons why swear words may be employed in advertising. A number of moderating variables are also recognised which influence the perception of the end consumer to the advertisement. Examples of advertisements containing swear words are then examined to strengthen the validity of the proposed framework.

Creators:

Mortimer, K.

Faculties, Divisions and Institutes:

Faculties > Faculty of Business & Law > Marketing and Entrepreneurship

Date:

2007

Date Type:

Publication

Journal or Publication Title:

Australian and New Zealand Marketing Academy Conference 2007

Event Title:

Australian and New Zealand Marketing Academy Conference 2007

Event Dates:

2007-12-03 - 2007-12-05

Place of Publication:

NZL

Event Location:

Otago

Event Type:

Other

Language:

English

Status:

Published / Disseminated

Refereed:

Yes