IPSOS MORI (2012) Public Perceptions of harm and offence in uk advertising. Available at: https://www.asa.org.uk/News-resources/~/media/Files/ASA/Misc/ASAHarmOffenceReport.ashx (Accessed: 4 October 2015).
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3. Harm and offence in advertising – the
broader context
Participants described advertising as an inescapable part of everyday life. The level of
contact with advertising varied considerably depending on individual media usage. However,
most participants felt that they were now coming across more advertising than they had in
the past. They also pointed out that advertisers are using an increasing range of channels to
get their message across in new
and inventive ways
.“I think I just switch off. When you‟re looking at a newspaper and there‟s an advert, you don‟t even look, you just move on, don‟t you?”
General perceptions of advertising
and inventive ways
.“I think I just switch off. When you‟re looking at a newspaper and there‟s an advert, you don‟t even look, you just move on, don‟t you?”
Male, Conwy
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8.5 Charity and public service adverts
Some felt that these adverts can go too far in their portrayal of violence, suffering, or hardship in an attempt to provoke a reaction. Those who expressed these concerns thought charity adverts in particular often made people feel guilty or uncomfortable in a way they considered inappropriate. Furthermore, the shocking content in more graphic charity and public service adverts was viewed as distressing and even offensive by some participants.
“When there‟s a suggestion of violence against children it makes me catch my breath.”
Female, Conwy
By contrast, others were supportive of the need for charity and public service adverts to attract people‟s attention in order to be effective, and therefore successfully convey their message. Participants who took this view felt that the worthwhile aims of these adverts meant they should be allowed more scope to trigger a strong emotional response from people.
Children were bothered by charity adverts in two ways. As with adults, some simply found the content of the adverts themselves distressing. However, children also gave examples of being engaged by adverts but feeling upset because they felt helpless to make a difference to the situation portrayed.
8.5 Charity and public service adverts
Some felt that these adverts can go too far in their portrayal of violence, suffering, or hardship in an attempt to provoke a reaction. Those who expressed these concerns thought charity adverts in particular often made people feel guilty or uncomfortable in a way they considered inappropriate. Furthermore, the shocking content in more graphic charity and public service adverts was viewed as distressing and even offensive by some participants.
“When there‟s a suggestion of violence against children it makes me catch my breath.”
Female, Conwy
By contrast, others were supportive of the need for charity and public service adverts to attract people‟s attention in order to be effective, and therefore successfully convey their message. Participants who took this view felt that the worthwhile aims of these adverts meant they should be allowed more scope to trigger a strong emotional response from people.
Children were bothered by charity adverts in two ways. As with adults, some simply found the content of the adverts themselves distressing. However, children also gave examples of being engaged by adverts but feeling upset because they felt helpless to make a difference to the situation portrayed.
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