Abstract

A print ad released for the ‘BK Super Seven Incher’ in mid2009 in Singapore attracted criticism for Burger King Corporation (BK) from around the world. Advertising experts as well as the international blogging community criticized the ad for its sexual innuendo and said that the ad was in bad taste. They also felt that the ad had little potential beyond its shock value. However, the ad agency that created the ad said that its clients were satisfied by the results of the promotional effort.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Different types of appeals used in advertising
• AIDA (Attention, Interest, Desire, Action) concept
• and Ethics in advertising.

Keywords

Marketing communication, Advertising, AIDA, print ad, shockvertising, edgy advertising, promotion, sexual innuendo, cultural insensitivity, ethics, pay-off line, Burger King, Bon-Food, BK Super Seven Incher, Quick Service Restaurants, QSR, Singapore