The issue for some advertisers and their agencies is to determine who may be offended by their controversial campaign and what are the reasons for offence, particularly when the product itself may be controversial:

(1) Gender/Sex Related Products (eg. condoms, female contraceptives, male/female underwear, and feminine hygiene products);

(2) Social/Political Groups (eg. political parties, religious denominations, funeral services, racially extreme groups, and guns and armaments);

(3) Addictive Products (eg. alcohol, cigarettes, and gambling); and

(4) Health and Care Products (eg. Charities, sexual diseases and weight loss programs).

The objective is to encourage advertisers undertake some social responsibility not to offend people by their advertising images, yet in a free market they should be able to communicate a message to their customers.

Further research should be undertaken into types of people who are offended and the areas of offense to assist advertisers in making better managerial decisions when is comes to deciding on a controversial advertising strategy.

Instead of hard selling this ideology to advertisers, a more effective approach should be considered.

Selection of controversial advertisements for this project should represent categories as wide ranging as possible.