CONTROVERSIA

L
ADVERTISEMEN
TS
RODNEY JOSEPH JUMIN

MUHAMMAD AZFAR FIRDAUS

NURFATIN LIYANA BINTI ABD RAHMAN

FATIMATUSZAHRA BTE SHARI @ SHANGRI

NUR FATHIAH BINTI MOHMMAD ZAKI

INTRODUCTION
Advertisements in this era of globalization:
Create a lot of employment opportunities
Provide information regarding society
developments
Contribute to economic growth
Provide information on products and services
that help consumers in making decisions.

REASON FOR ADVERTISING

Increase the sales of product and services
Creating and maintain the brand image
Communicating a change in the existing

product line
Introducing new products and services
Increase the reputation of the brand or
company

WAYS OF UNETHICAL
ADVERTISEMENT
Surrogate advertisement
Puffery
Exaggeration
Unverified claims
Women stereotyping
Women used as sex symbols for promoting

products
Comparative advertisements

ANTONO FEDERICI
ICE CREAM
ADVERTISEMENT

ANTONO FEDERICI
ICE CREAM
ADVERTISEMENT

WHY IS IT CONTROVERSIAL?
1. From a religious perspective, this ad

displays a pregnant nun.

In Christianity, a nun is not allowed to get

married.
If they practice celibacy, then how is the woman
pregnant?
Does eating Federici ice cream causes
unmarried women to be pregnant?

WHY IS IT CONTROVERSIAL?
2. Ice Cream is Our Religion
.The message is an insult to every religion in the

world as there is no religion known as the Ice

Cream religion.
3. We Believe in Salivation.
.It is a pun of the word Salvation and saliva.
.Two pastors are braced in a kissing position.
.The picture is insulting to Christianity.

IS THE ADVERTISEMENT
EFFECTIVE?
It was effective in attracting the attention as well

as the anger of the Christians living in Europe.

The goal of the advertisement was to attract
attention and it was successful in doing so,
however it was done so in a negative aspect.
In terms of popularizing the ice cream brand of
Federici, the ice cream manufacturers
accomplished their objectives to the point where
people took to the streets to protest and the
Advertising Standards Authority (ASA) in the UK

HOW TO FIX THE

CONTROVERSIAL
ADVERTISEMENT?
Using the model of nun eating ice cream but

not derogatory and degrading to her image.

The text used should be focused on promoting
the type and quality of the products that
people could easily understand.
Ads with simple and suitable images that can
be accepted by people.

DUNKINS
CHARCOAL
DONUT
ADVERTISEME
NT

WHY IS IT CONTROVERSIAL?
A white woman coated in blackface makeup with

bright pink lipstick and braided hairstyle like in the

20th century.
This ad is actually reminiscent to the 19th and
early 20th century of American minstrel showing
stereotypes that are now considered to be
offensive symbols of a racist era.
The minstrel shows lampooned black people as
dimwitted, lazy, and buffoonish. People most
probably will interpret this ad wrongly especially

IS THE ADVERTISEMENT
EFFECTIVE?
Not so effective.
The effectiveness of this ad in Thailand is

no higher than it is in America.

People in Thailand only see a regular
donut advertisement, but people in
America see it as a racist advertisement.

HOW TO FIX THE

CONTROVERSIAL
ADVERTISEMENT?
Using a model that can attract people in that

area without controversial contents.

They could use white people with the latest
trend of hairstyle that will not offend any
parties.
The portrayal of a normal, and natural
African representative for the advertisement.

CONCLUSIONS
Despite raising traffic and being able to gain a

higher media presence, controversial

advertisements sometimes bring more harm than
good.
It will spark a lot of tension and offend different
parties and mediums to the point where the
message relayed from the advertisement itself is
often lost under all of the provocative and
offensive materials shown, thus causing it to be
ineffective.

CONCLUSIONS
There are various cases where the ads are banned

from the country altogether, causing a waste of

resource such as time and money that has been
poured out into making these advertisements.
Therefore, companies need to make sure that the
advertisements are portrayed in a good light with
strong, positive messages that will help to
convince the consumers into buying the products
without being offended by the imagery.

THANK YOU!