When it comes to advertising, Rayner, Wall & Kruger (2003) mentioned that one of the most important debates is the influence that advertisements have on its audiences. Advertising and marketing campaigns have been increasing and there seems to also be an increase in the amount of controversial advertising being distributed through mass media. Waller (1999) mentioned that this may be due to the fact that today’s society is more complex and that advertising agencies are trying to be more creative to gain attention or make their brand stand out. Controversial prints, especially, have the power to create false hopes or expectations, reinforce stereotypes, promote unrealistic and dangerous role models, as well as influence the content of media texts.
Controversial advertising can go on two extremes for a brand or an organization. While there has been records of some that have been successful with their bold statements or prints, there are also some that have suffered being “slammed” by society for not being tactful or sensitive with regards to certain issues. There are some brands that would be instantly deemed as controversial by the nature of their product, for example, condoms, alcohol or cigarettes. (Waller, 2004) However, there are also brands that has gotten
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Over the years, this clothing giant has been pretty well known for trying to advertise prints that test the waters of controversial issues. The marketing campaigns that they published seem to always try to attract attention by going beyond the safe boundaries of a conservative print. Sisley’s series of “Fashion Junkie” prints did not help make their brand reputation any better. Instead, as mentioned earlier, this particular print was criticized for the impact that it could have on female youths who have a passion for fashion, and they might get the wrong idea that the fashion industry is linked with such unrespectable behavior under the influence of