Public concern about violence in advertising is persistent and increasing, prompting greater scrutiny by authorities responsible for responding to complaints about advertising. This entry examines violent advertising from two perspectives: (1) the use of violent advertisements by advertisers and (2) the possible effects, both positive and negative, of viewer exposure to violent content in advertisements.

The Use of Violence in Advertising—How Much, Why, and How

Research on the frequency of violent content in advertising is surprisingly sparse, particularly given concerns about its possible effects. Researchers tend to study the frequency of violent advertising using content analyses of both broadcast and print media. The use of many different definitions of violence in these studies cause estimates of the prevalence of violence in advertising to vary widely, ranging from ...

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