There are a variety of reasons why consumers might care about offensiveness in advertising. Some people may view advertisements with explicit or graphic content as offensive, and may then choose to avoid them altogether. Others may feel that any type of offensive advertising is unfair and abusive, and would therefore prefer not to see it. Finally, some people may believe that ads with explicit or graphic content are less effective than those that are more subtle or non-offensive, and this may affect their overall purchase intention.