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

TY - CHAP

T1 - Behind the Rhetorical Scenes of Offence

T2 - A Rhetorical Analysis of Complained-About Offensive Advertising

AU - Auxtova, Kristina

PY - 2019/10

Y1 - 2019/10

N2 - 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).

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).

U2 - 10.1007/978-3-658-24878-9_18

DO - 10.1007/978-3-658-24878-9_18

M3 - Chapter

SN - 978-3-658-24878-9

SN - ISBN 978-3-658-24877-2

VL - X

T3 - European Advertising Academy

SP - 229

BT - Advances in Advertising Research

A2 - Bigne, Enrique

A2 - Rosengren, Sara

PB - European Advertising Academy

ER -