Study On The Causes Of Controversial Advertising Of UK(2005-2016)

This article uses the method of case study and grounded theory,explores the controversial advertising of UK from 2005 to 2016.We use 115 controversial advertisements as examples and analyzed the category of the number of complaints,the advertisers,the products,the media,the specific reasons for offensive and dispute processing results.Most importantly,we analyze the advertising in details on the basis of the peculiar social culture of UK.Previous studies proposed that controversial advertising is compiled of three dimensions,including the manner,the matter and the media.Results showed that the manner is the most important one,and these controversial advertisements are classified by thirteen different aspects such as racial discrimination,improper gender roles portrayed,improper use sex appeal,religion offence,animal cruelty,misleading,evoking unnecessary fear or pain,and so on.And the top manner is improper use sex appeal.Considering of the media,most of them are about Children's TV viewing time,which is also related with the strong sense of child protection in UK and the third person effect.There are several ads caused a controversy by products,which showed that people is more inclusive about the products.Controversial products are mainly about religious views,social ethics,health and sex.