Historically, swear words have been viewed as taboo. However, increasing evidence supports the supposition that swearing is becoming more socially acceptable, especially among young people. The purpose of this research is to examine the increasing social acceptability of swear words and possible implications of their use in advertising.
- Energy Drink
- Advertising Campaign
- Likelihood Rating
- Print Advertisement
- Locker Room
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.
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© 2015 Academy of Marketing Science
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Baker, B.L., Broadus, C.J. (2015). The Use of Swear Words in Print Advertising. In: Spotts, H. (eds) Revolution in Marketing: Market Driving Changes. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11761-4_44
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Online ISBN: 978-3-319-11761-4
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