Why do companies allow controversial advertisements to be released into the public.
There seems to be a extensive amount of advertisements we see that spark some sort of controversy. Controversies vary in topic from photoshop retouching, sexist remarks, racism, or sexuality. Controversial advertisements come up so often, it seems as if companies purposely allow these advertisements to run in order to create a lasting image to consumers and society. If not a lasting image, possibly attract new customers who forget about the controversy, but instead begin to grow curiosity for the product.
For example, when looking at advertisements that sparks controversy amongst women because of the “realistic” images of models, there’s usually one type of model on the ad; unhealthily skinny, tall, and beautiful. Several times, there will be noticeable alteration to the photo using Adobe Photoshop. Hesse-Biber states “In the fashion industry, Pascal Dangin is employed to make just such “Ratio mistakes” (Hesse-Biber, 65). What is the purpose for allowing consumers to see these mistakes. Companies know that these kinds of mistakes will create hundreds of threads and blogposts that rip apart the company and their lack of acceptability of society itself.
Kilbourne’s article talks about the media and how companies choose to target specific communities or cultures. Do companies purposely allow the use of controversial ads in order to gain media attention? Do companies allow these kinds of advertisements in order to increase the amount of name searches on the internet? To increase awareness of the company?
Hesse-Biber, Sharlene Nagy. The Cult of Thinness. New York: Oxford University Press, 2007. Print.
Kilbourne, Jean. “We Are the Product.” Can’t Buy My Love: How Advertising Changes the Way We Thing and Feel. New York: Touchtsone, 1999. N. pag. Print.