NATICK, Mass. -- The owner of Building 19 apologized two years ago for an advertising flyer that described sleeveless T-shirts in a controversial way, now, it's happened again.

NewsCenter 5's Janet Wu reported that Gerry Ellis said that he does not think that the ads are funny nor does he need the publicity.

VIDEO: Store Owner Apologizes For Ad

"(It's) my fault," Ellis said. "I take responsibility. These are my people and they are good people, and sometimes they try too hard at being funny."

The ad in this week's circular mostly pokes fun at itself for the previous ad that ran calling the T-shirts "Wife beaters." The ad in the new circular reads, "Please don't read this if you are easily offended."

"After I started reading this ad, I laughed -- until I got to the fine details," said Toni Troop, of Jane Doe, Inc.

The detail was a fake headline that reads, "Trouble in Ellis Household. Spat Negotiated with Frying Pan Ends with Black Eye."

"They were on their way to a home run, and they turned around and retreated to third base for some reason," Troop said. "Domestic violence is not a spat. Hopefully, this is a message just not for Gerry Ellis at the top, but really for copywriters everywhere."

One shopper walked out of the store after seeing the new ad.

"If it was offensive in the first place, don't play around with it the second time. Just say, 'We have sleeveless T-shirts for sale,'" the shopper said.

"It's publicity, I guess," another shopper said.

"To the people that were offended, I certainly apologize, but I am not in business to offend anybody, and it is not my nature," Ellis said.