Perceptions of Offensive Advertising Elements: A China–U.S. Comparison

ABSTRACT

As China continues to rapidly expand and further open itself to market forces, the People's Republic arouses significant interest as a new mega-market. Consequently, the influx of new business opportunities and advertising has resulted in Chinese consumers increasingly exposed to potentially offensive advertising. While some products and images may seem acceptable when advertised in the West, there are some that may offend Chinese cultural sensitivities. The purpose of this study is to better understand similarities and differences that exist between American and Chinese perceptions surrounding offensive advertising. The results highlight a number of statistical cultural differences that have business implications for international marketers.

KEYWORDS:

• China
• cross-cultural
• offensive advertising
• USA

Notes

Note. 1 = Not at all offensive; 5 = Extremely offensive.

Note. 1 = Not at all offensive; 5 = Extremely offensive.

Additional information

Notes on contributors

David S. Waller

David S. Waller is Senior Lecturer at the School of Marketing, University of Technology, Sydney, New South Wales, Australia.

Timothy P. Christy

Timothy P. Christy is Visiting Assistant Professor at the School of Business Administration, Portland State University, Portland, OR.

Kim-Shyan Fam

Kim-Shyan Fam is Associate Professor at the School of Marketing, Victoria University of Wellington, Wellington, New Zealand.