The inclusion of swear words in advertising is becoming more popular and yet very little has been written on the use of this creative tool. This paper attempts to stimulate this area of research by exploring reasons why an advertiser might use swear words. Drawing on various streams of research a conceptual model is created which identifies six reasons why swear words may be employed in advertising. A number of moderating variables are also recognised which influence the perception of the end consumer to the advertisement. Examples of advertisements containing swear words are then examined to strengthen the validity of the proposed framework.
|Publication status||Published - 2007|
|Event||Australian and New Zealand Marketing Academy Conference 2007 - Otago, Otago, New Zealand|
Duration: 3 Dec 2007 → 5 Dec 2007
|Conference||Australian and New Zealand Marketing Academy Conference 2007|
|Abbreviated title||ANZMAC 2007|
|Period||3/12/07 → 5/12/07|
Mortimer, K. (2007). The Use of Bad Language in Advertising: the Building of a Conceptual Framework. Paper presented at Australian and New Zealand Marketing Academy Conference 2007, Otago, New Zealand.