The quantity of the controversial advertisements has increased in recent years. The study took the 2001-2010 non-controversial products TV commercials as an example.Two research methods, content analysis and in-depth interview, were used in this study .The study analyzed the types of the products, advertising appeals, the types of the executions and controversial themes.The study, through in-depth interviews with the advertisers and the advertising practitioners, also explored the reasons for the use of controversial creative executions and how they consider the creativity, the controversy, and the brand. Eventually, the study explored how to design a creative but non-controversial advertisement by interviewing the advertising experts and the scholars.
According to the research result, we found out that the most common types of controversial TV commercials are “the use of sex appeal of the video games” and “the use of humor appeal of the food”. The types of the controversial advertisement executions include: sexist, inappropriate portrayal of people, indecent language, nudity, sexual, anti-social behavior, delicacy, healthy and safety impact, pollution, and fear. Among them, “sexual” and “nudity” are the most frequently used executions.The study, through in-depth interviews with the advertisers and the advertising practitioners, also found out that controversial advertisements are deliberately designed to acquire people’s attention, discussion and media exposures by lower budgets. Nevertheless, some of the controversial advertisements may be caused by the advertising practitioners’careless faults, which result from their creative ideas. It causes controversy because of the inappropriate materials and execution techniques. Therefore, to design a creative and non-controversial advertisement depends on advertisers and advertising practitioners who can be self-regulated, and they can reach the creative principle of the “relevance”, “originality ”and “impact” and consider the social norms and societal values.