Now you know? -MP

For me, an advertisement can be offensive if it violates the standard norms of a particular society or a particular group of individuals, culture, religion etc. It could be based on moral grounds, personal, business or other reasons that one can provide to say that it is in fact offensive. Like in our country, priests hate condom commercials 'coz they don't approve of the use of contraceptives. It maybe offensive for them but not to me.

So before I go deeper in my discussion, let me just say that this is solely based on my own understanding and i believe that judging an ad to be offensive or not is ultimately up to the individual.

I think it would be safe to say that what could be offensive to some is alright for others. This also follows that every commercial has their own set of target audience. They particularly make an ad to cater to a more larger group in a society, or it could be catering to a minority group.

An example of an offensive commercial that i can think of is the napkin commercial of Kim Chiu, Whisper. Since only girls use napkins, their ad is focused soley on females, young and adults alike. But why do they have Gerald Anderson in Kim Chiu's commercial? And the tag line is a bit offensive for me, "why do men love whisper?", I haven't met a guy who loved whisper, and why would they love it? What does Gerald know about menstruation? I don"t even know what that commercial is trying to imply. To be honest, for me it was more on the sexual side, to think that they are still teenagers. (maybe I will see Gerald in a Feminine wash commercial in the future)

And they make fun of Pacquiao's Vit Water which i think makes more sense to me. You know?

But one aim of advertising is to catch viewers attention, some intentionally make offensive commercials to catch viewers attention. This is practiced in 1st world countries where the competetion is high. The more viewers react to a commercial the more effective it is, regardless if it's negative or positive. What's important is that you have connected with your audiences and somehow generate emotions from them, enough that they remember your product.

Now, I'll move on to my next point. I have noticed a lot of commercials that has a bad taste in it. Bad taste in a sense that the commercial itself has completely nothing to do with the product being endorsed. (some are just so dumd enough that it pissess you off)

I have a nephew who is still 8 years old, when i asked him to spell his name, he answered LBC!
Edu Manzano, who unfortunately happens to be the Chairman of the Optical Media Board, said TUMPAK! when this kid in the commercial answered LBC which is according to Edu is the correct spelling of Remittance. Now that for me is bad taste. (Air21 Express is way better off with their tag line, "Sagot ko sir!"). There is also this commercial about a Sealant, (the one we use if our ceiling is leaking) at the beggining of the ad, a very sexy, seductive barely clothed girl appeared and talks "sluttish" and is the one doing the endorsing of the product.(my father might have the wrong reason for buying the product) It is very unlikely to see a woman barely naked climbing to the roof and seals the hole In their ceiling.

This LBC ad is so effective that they now have children as their audience and possible consumer. (sarcasm) And this sealant ad is so persuasive that fathers fantasize about a barely naked girl while sealing the holes in their ceiling.

Now in advertising, a bad taste commercial is a double blade tool. This could have a very positive effect to the viewers to the point that they can't forget the product which would remind them of the ad. Or it could be negative to the extent that no one want's to buy that product 'coz they hate that commercial so much they condemn it. But as I've mentioned in my earlier statement, an ad is effective if it generates emotion or reaction from their viewers, and any form of response is being considered.