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From: "B.Zafer Erdogan" <bzerdogan@yahoo.co.uk>

CALL FOR PAPERS

THE JOURNAL OF MARKETING COMMUNICATIONS

Special Issue on "Controversial Advertising"

Deadline for Submissions: January 31, 2007
For potential publication a forthcoming JMC issue.

Guest Editor:
B. Zafer Erdogan, Ph.D.
Associate Professor of Marketing
Dumlupinar University, Turkey

The increasing existence of controversial or offensive advertising is one of the major concerns within the advertising circles. The main reason is that this kind of advertising cuts through the clutter and brings shock value for the brand. However, it may cause such problems as banning of advertisements spent millions by regulatory bodies like the ITC, and/or customer boycotts affecting the value of brand dearly as was the case in Benetton.

Two different dimensions of ‘offensive’ or controversial advertising have been identified in the literature (Barnes and Dotson 1990).  These dimensions are labelled ‘Offensive’ Products containing those products related to consumer problems that social norms dictate should not be discussed in public (e.g. Guns and Armaments, alcohol, contraceptives); and  ’Offensive’ Executions consisting of those advertisements that are perceived to be offensive by the nature of the execution or themes and/or topics of the advertising and not the product itself (e.g. anti-social behaviour, sexist images). This distinction is important for academics in studying the construct and also for advertisers who are faced with decisions on advertising execution. However, extant research on the topic is limited.

This special issue of the Journal of Marketing Communication invites manuscripts submissions that contribute theoretically, methodologically, and substantively to understanding of this important and timely topic. Although empirical papers both qualitative and/or quantitative are especially welcome, strong and innovative conceptual work with a clear contribution to the advancement of the topic at hand would also be considered.

All manuscripts submitted for this special issue must be consistent with the editorial objectives and philosophy of the Journal of Marketing Communication: All submission received will be subjected to a double-blind review process; thus authors should not identify themselves in the body of the paper.

All manuscripts accepted for publication will be published in an edited volume of the Journal of Marketing Communications published by Routledge, Taylor and Francis Group.

Submission Guidelines and Further Information

The JMC only reviews manuscripts that are not under consideration for publication at another journal or that have not been previously published either in whole or part in any other publication.

Please submit manuscripts only as MSWord attachments to e-mail directly to B. Zafer Erdogan (bzerdogan@yahoo.co.uk). Potential authors may access the journal homepage at

for submission guidelines and further information.

Reference:

Barnes, J. H., Jr. and Dotson, M. J. (1990), “An Exploratory Investigation into the Nature of Offensive Television Advertising,” , 19 (3), 61-69.