Behind the Rhetorical Scenes of Offence: A Rhetorical Analysis of Complained-About Offensive Advertising

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

Studies of rhetorical strategies, and particularly rhetorical figures, in advertising have largely focused on positive contexts and generating positive responses, such as increasing the likeability of ads (e.g. Delbaere et al., 2011; McQuarrie and Phillips, 2005). However, Theodorakis et al. (2015) argue that applying rhetoric in controversial ads may not weaken possible negative responses and could even worsen them. Controversial advertising encompasses a range of predominantly negative responses from distaste and disgust, through offence, outrage and embarrassment, to shock and surprise, from a part of the population (Huhmann and Mott-Stenerson, 2008; Waller, 2005).

Original languageEnglish
Title of host publicationAdvances in Advertising Research
EditorsEnrique Bigne, Sara Rosengren
PublisherEuropean Advertising Academy
Pages229
Number of pages240
VolumeX
ISBN (Electronic)978-3-658-24878-9
ISBN (Print)978-3-658-24878-9, ISBN 978-3-658-24877-2
DOIs
Publication statusPublished - Oct 2019

Publication series

NameEuropean Advertising Academy
PublisherSpringer

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Rhetoric
Surprise
Disgust

Cite this

Auxtova, K. (2019). Behind the Rhetorical Scenes of Offence: A Rhetorical Analysis of Complained-About Offensive Advertising. In E. Bigne, & S. Rosengren (Eds.), Advances in Advertising Research (Vol. X, pp. 229). (European Advertising Academy). European Advertising Academy. https://doi.org/10.1007/978-3-658-24878-9_18
Auxtova, Kristina. / Behind the Rhetorical Scenes of Offence : A Rhetorical Analysis of Complained-About Offensive Advertising. Advances in Advertising Research. editor / Enrique Bigne ; Sara Rosengren. Vol. X European Advertising Academy, 2019. pp. 229 (European Advertising Academy).
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Auxtova, K 2019, Behind the Rhetorical Scenes of Offence: A Rhetorical Analysis of Complained-About Offensive Advertising. in E Bigne & S Rosengren (eds), Advances in Advertising Research. vol. X, European Advertising Academy, European Advertising Academy, pp. 229. https://doi.org/10.1007/978-3-658-24878-9_18

Behind the Rhetorical Scenes of Offence : A Rhetorical Analysis of Complained-About Offensive Advertising. / Auxtova, Kristina.

Advances in Advertising Research. ed. / Enrique Bigne; Sara Rosengren. Vol. X European Advertising Academy, 2019. p. 229 (European Advertising Academy).

Research output: Chapter in Book/Report/Conference proceedingChapter

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AB - Studies of rhetorical strategies, and particularly rhetorical figures, in advertising have largely focused on positive contexts and generating positive responses, such as increasing the likeability of ads (e.g. Delbaere et al., 2011; McQuarrie and Phillips, 2005). However, Theodorakis et al. (2015) argue that applying rhetoric in controversial ads may not weaken possible negative responses and could even worsen them. Controversial advertising encompasses a range of predominantly negative responses from distaste and disgust, through offence, outrage and embarrassment, to shock and surprise, from a part of the population (Huhmann and Mott-Stenerson, 2008; Waller, 2005).

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Auxtova K. Behind the Rhetorical Scenes of Offence: A Rhetorical Analysis of Complained-About Offensive Advertising. In Bigne E, Rosengren S, editors, Advances in Advertising Research. Vol. X. European Advertising Academy. 2019. p. 229. (European Advertising Academy). https://doi.org/10.1007/978-3-658-24878-9_18