...; message content; social consequences; and target audience. It is worth noting that the first two classifications are ones which have been viewed as focal points for research, as the last two are discussed usually as by-products of using offensive advertising, rather than classifications...

...Uzma Noor; Mahnaz Mansoor; Sajeela Rabbani Purpose This study aims to investigate the generation of negative emotions and behavior in Muslim consumers from their attitude toward offensive advertising. Mediation of brand hate between attitude toward offensive advertising and brand retaliation...

... offensive advertising and the reasons which make the advertising offensive. Design/methodology/approach Responses regarding advertising of 11 controversial products and 7 reasons which make the advertising offensive were taken by distributing a questionnaire to a convenience sample of 250 university...