Graduation Year

2026

Date of Submission

4-2026

Document Type

Campus Only Senior Thesis

Degree Name

Bachelor of Arts

Reader 1

James Morrison

Abstract

Although advertisements are often perceived as passive forms of media, controversial

advertisements are known for extracting various and excessive public opinions, both online and

offline. Controversial advertisements show the audience that their content is not a passive

experience but rather one that holds a plethora of meaning for them to unpack. Marketers and

brands work extensively to craft messages a certain way, but these attempts often fail to clearly

communicate with the audience, resulting in differing interpretations. This paper examines

controversial advertisements through the intersection of corporate narratives and public

discourse. These advertisements address complex social, political, and cultural issues, often

provoking audiences to share their thoughts on polarized and sensitive matters. By analyzing

advertisements as an active experience for audiences, these three case studies take a deep dive

into the conversations and debates that stem from ambiguity within brands' linguistic and cultural

frameworks. Ultimately, these landscapes highlight how the corporations no longer have control

over their intended messages, but rather the audiences now have the power to reconstruct and

shed light on the narratives through collective interpretation.

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