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Perceiving Controversy: Audience Responses to Controversial Advertising

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Thesis(6.02 MB)

Date

2024

Authors

Fastnedge, Daniel

Supervisor

Nairn, Angelique
Frommherz, Gudrun

Item type

Thesis

Degree name

Master of Philosophy

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Publisher

Auckland University of Technology

Abstract

The lockdowns following the Covid-19 pandemic of 2020 saw many New Zealanders working and studying from home. Aotearoa New Zealand saw an increased internet usage and a rise in young people accessing online pornography. To educate young New Zealanders and their parents about the potential risks of online pornography, the New Zealand Government created the 'Keep It Real Online - Pornography' advertisement, using two naked porn stars to educate New Zealanders about the potential harms of online pornography. This study examines public reactions to this controversial advertisement through a thematic analysis of social media comments Findings reveal a range of responses, from appreciation for the ad's humour and educational value to discomfort and disapproval. The research highlights the influence of cultural context and individual beliefs on the reception of controversial content. It also underscores the ethical challenges of using shock tactics in public service announcements. By providing insights into audience perceptions, this study contributes to understanding the impact of controversial advertising and offers practical implications for advertisers, policymakers, and educators.

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http://hdl.handle.net/10292/18085

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Masters Theses