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Abisola Tanzako | Feb 14, 2025
Advertising enables businesses and brands to connect with their audiences and convey their values, messages, and lifestyle choices. However, many advertisements have exceeded what viewers consider acceptable, resulting in arguments, anger, and fraud.
A study by Edelman found that 64% of consumers worldwide will either buy or boycott a brand based on its stance on social or political issues, highlighting the impact of controversial ads. Ads that cause controversy because of perceived insensitivity, cultural insensitivity, or shock tactics may also spark interest and, in certain situations, increase sales.
By examining well-known examples, the moral ramifications, and the effectiveness of contentious advertisements, we can see why corporations might purposefully take risks and the narrow line they must walk to avoid costly consequences. In this article, we will discuss what controversial ads are, provide examples of them, outline their consequences, and explore ways to mitigate their impact.
Controversial ads frequently test the boundaries of cultural sensitivities, values, or social standards. They might question beliefs on politics, religion, gender, racism, or morality.
Sometimes, they employ language or imagery intended to shock or evoke strong emotions; at other times, they attempt to initiate a more in-depth discussion on a particular topic. Although the causes differ, here are some common traits that make ads controversial:
Brands need to think carefully about how their message will be interpreted and the potential outcomes of creating an ad that defies conventional good and bad practices.
Brands need to respond quickly and intelligently when an advertisement causes controversy to avoid long-term harm. Here’s how to efficiently deal with backlash:
Handling controversy with transparency and accountability can help brands recover and even strengthen their connection with audiences.
Due to their contentious character, several advertisements from recent history have made an impression, both positive and negative. Here are some noteworthy examples:
Kendall Jenner’s 2017 Pepsi ad, which was criticized for trivializing the Black Lives Matter movement, drew immediate backlash. The commercial, which featured Jenner participating in a demonstration and giving a Pepsi to a police officer, was interpreted as an attempt to use consumerism to address social justice concerns.
Later, Pepsi acknowledged the unintentional insensitivity of the message and apologized, deleting the advertisement.
Dove’s body wash commercial, which included models of many ethnicities, was criticized for depicting a Black lady who transforms into a white woman after using the product, even though the intent is to encourage diversity.
Due to the perception that this reinforces racial stereotypes, Dove issued a prompt apology, claiming that the intention had been misunderstood.
By displaying a Whopper deteriorating over time, Burger King’s “Mouldy Whopper” campaign highlighted the company’s dedication to using natural ingredients.
Although it highlighted the freshness of the ingredients, opinions on whether the unappetizing pictures were a practical or off-putting approach were varied.
Benetton’s “Unhate” campaign, well-known for its daring design, featured digitally manipulated pictures of international leaders, including Hugo Chavez and President Obama, sharing a kiss.
Despite being criticized for its upsetting content and perceived by some as rude and unrealistic, the advertisement, meant to promote world peace, greatly increased brand awareness.
Audiences were divided by Nike’s commercial featuring Colin Kaepernick, who gained notoriety for protesting racial inequality by kneeling during the national anthem. Some praised Nike’s stance on social justice, but others saw it as disrespectful.
Nike’s online sales increased by 31% following the advertisement, demonstrating that controversy can lead to success when a company effectively connects with its audience.
Controversial ads can have both positive and negative effects. While they can generate buzz and increase brand awareness, they also carry significant risks. Below are the pros and cons of controversial ads
Brands must carefully consider the risks and ensure that their message aligns with their audience’s values and expectations, even if controversial advertisements may be an effective tool for engagement.
The psychological response is the foundation of controversial advertisements, which utilize shock, provocation, or cognitive dissonance to capture viewers’ attention and evoke strong emotions. Here’s why these strategies work:
Although controversial advertising can generate discussion, it often raises moral concerns about representation, manipulation, and the potential trivialization of serious subjects. Advertisers must ensure that their messaging respects diverse perspectives. The following are some moral issues:
When choosing to pursue a controversial strategy, marketers must consider its possible effects on their reputation and connections with their audiences.
Controversial ads should strike a balance between making a strong point and upsetting viewers. A controversial advertisement may succeed or fail based on the following factors:
Audiences are more inclined to support an advertisement if its goal is clear and consistent with the company’s identity and values. Nike’s Kaepernick advertisement, for example, was successful because it spoke to its target market’s social justice and equality ideals.
Brands that thoroughly understand their audience’s values and preferences can create advertisements that are provocative without alienating their core audience.
When using sensitive topics in advertisements to engage viewers, brands should exercise caution. Brands can deliberately engage with social justice issues rather than trivializing them, as Ben & Jerry’s frequently does with its environmental and social campaigns.
Brands that quickly and sincerely apologize for any offenses they may have caused tend to do better. For example, Dove restored some trust by promptly responding to its contentious body wash advertisement.
Social networking is crucial to boosting favorable and unfavorable responses to contentious advertisements in the digital era. Ads can become viral in hours and reach millions globally due to the quick sharing and discussion features of social media sites like Facebook, Instagram, and Twitter.
This reach provides an opportunity for brand visibility, but it also raises risks:
Controversial ads are a risky tactic. While they have the potential to reach a large audience, draw attention, and resonate deeply with particular audience segments, they also carry the risk of misunderstanding, adverse reactions, and harm to a brand’s reputation.
Shock value should be balanced with social responsibility, authenticity, and cultural sensitivity for brands that delve into contentious areas. While some consumers are open to brands that defy expectations and use daring messaging, others could see it as rude or opportunistic.
Ultimately, an advertisement’s success hinges on its alignment with the brand’s values, understanding of the audience’s perspective, and ability to address any criticism intelligently. It strengthens corporate identification, sparking meaningful conversations and strengthening a company’s relationship with its audience.
Brands that make mistakes may face serious and enduring consequences, serving as a reminder of the extensive advertising power that comes with a great deal of responsibility.
Brands should acknowledge criticism promptly, offer sincere apologies if necessary, and outline the remedial actions they will take.
The company’s reputation can be restored through open communication and steps to resolve issues, such as modifying the campaign or speaking with impacted populations.
Controversial advertisements help brands stand out in crowded markets, draw attention, and boost engagement.
They can also help a company emotionally connect with consumers or align with their beliefs, particularly if the message addresses social or political topics that are significant to the target demographic.
Brands should acknowledge criticism promptly, offer sincere apologies if necessary, and outline the remedial actions they will take.
The company’s reputation can be restored through open communication and steps to resolve issues, such as modifying the campaign or speaking with impacted populations.
Controversial advertisements help brands stand out in crowded markets, draw attention, and boost engagement.
They can also help a company emotionally connect with consumers or align with their beliefs, particularly if the message addresses social or political topics that are significant to the target demographic.
