The Use of Bad Language in Advertising: the Building of a Conceptual Framework

Research output: Contribution to conference typesPaperResearchpeer-review

Abstract

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.
Original languageEnglish
Publication statusPublished - 2007
EventAustralian and New Zealand Marketing Academy Conference 2007 - Otago, Otago, New Zealand
Duration: 3 Dec 20075 Dec 2007

Conference

ConferenceAustralian and New Zealand Marketing Academy Conference 2007
Abbreviated titleANZMAC 2007
CountryNew Zealand
CityOtago
Period3/12/075/12/07

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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.
Mortimer, Kathleen. / 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.
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title = "The Use of Bad Language in Advertising: the Building of a Conceptual Framework",
abstract = "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.",
author = "Kathleen Mortimer",
year = "2007",
language = "English",
note = "Australian and New Zealand Marketing Academy Conference 2007, ANZMAC 2007 ; Conference date: 03-12-2007 Through 05-12-2007",

}

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, 3/12/07 - 5/12/07, .

The Use of Bad Language in Advertising: the Building of a Conceptual Framework. / Mortimer, Kathleen.

2007. Paper presented at Australian and New Zealand Marketing Academy Conference 2007, Otago, New Zealand.

Research output: Contribution to conference typesPaperResearchpeer-review

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AB - 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.

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Mortimer K. The Use of Bad Language in Advertising: the Building of a Conceptual Framework. 2007. Paper presented at Australian and New Zealand Marketing Academy Conference 2007, Otago, New Zealand.