Shock Advertising: Not So Shocking Anymore. An Investigation among Generation Y

Urwin, Brandon; Venter, Marike

doi:10.5901/mjss.2014.v5n21p203

Cited by 10 publications

(13 citation statements)

References 33 publications

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“…Furthermore, SA is more likely to be recalled than other adverts (Halvadia et al , 2011). Though, “the research results of (Urwin and Venter, 2014) are consistent with the current research's findings, where not all shock adverts recall are related to its effectiveness. Shock advertising is more successful and useful when creativity or uniqueness is the main included element in the advert.…”

Section: Discussionsupporting

confidence: 86%

“…Collectively, it was presumed that only shock adverts presenting children in distress had better memory recall and may have a positive lasting effect on smokers' everyday behaviors related to SHS. SA viewers will almost certainly recall the shocking pictures used, instead of the brand (Urwin and Venter, 2014). This is consistent with our research findings, as most of the participants in this research remembered the child suffering from SHS, followed by the cigarette burger that is disgusting, creative and unusual.…”

Section: Discussionmentioning

confidence: 99%

“…"The participants perceived this advert as directed toward smokers, which shows that the strong creative advert dragged the participants' attention away from the information in the advert and they understood it in a different way than expected. This could be a main concern for marketers using SA: in for-profit marketing, the shock advert will also attract the attention of the audience and make them ignore the advertised brand; focus will be on the advert itself rather than the advertised brand" (Urwin and Venter, 2014).…”

Section: Shock Advertising Impactmentioning

confidence: 99%

See 2 more Smart Citations

Social marketing, shock advertising and risky consumption behavior

Mukattash

Dandis

Thomas

et al. 2021

IJOEM

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PurposeThe overall objective of this research is to “explore whether shock advertising has a long-lasting positive effect on the smoking cessation among smoking Jordanians in a country where smoking is a deep-rooted social norm.”Design/methodology/approachThis research is an exploratory qualitative research. A purposeful sampling technique was used to select participants from a mall intercept and randomly divided into groups of seven. Each group was interviewed in two different focus group sessions (four weeks apart). All focus groups were audio-recorded, transcribed and analyzed using thematic analysis.FindingsA total of 41 participants took part in the focus group session. Most participants were smokers or second-hand smokers. “Three overarching themes were generated from the focus groups: previous anti-smoking campaign experience, shock advertising (SA) impact and drawbacks of SA. All participants reported that they have never been exposed to shocking adverts, and the shock appeal has never been applied in any of the anti-smoking or health awareness campaigns in Jordan. This research revealed that incorporating images of children with a mixture of emotional and fear appeals is effective in targeting Jordanian parents' negative consumptive behaviors, which may harm other individuals, especially children. Moreover, most participants commented that the effects of shock adverts would be very short term and would not likely change behaviors”.Originality/valueThis research contributes both “theoretically and practically to the value and effectiveness of shock advertising. This research area is overlooked in MENA countries, particularly Jordan”.

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Section: Discussionsupporting

confidence: 86%

Section: Discussionmentioning

confidence: 99%

Section: Shock Advertising Impactmentioning

confidence: 99%

See 1 more Smart Citation

Social marketing, shock advertising and risky consumption behavior

Mukattash

Dandis

Thomas

et al. 2021

IJOEM

View full text Add to dashboard Cite

show abstract

“…“Shockvertising” uses horror or disgust to gain attention (Machová et al, 2015; Parry et al, 2013). Although shockvertising can a priori capture more attention and greater notoriety, its persuasive effectiveness does not seem very strong in certain contexts, especially regarding social marketing and advertising in fields such as prevention in health and well-being (Gheorghe et al, 2017; Urwin & Venter, 2014). The results obtained in the current experimental study are consistent with this idea.…”

Section: Discussionmentioning

confidence: 99%

Are Anti-Prostitution Advertising Campaigns Effective? An Experimental Study

et al. 2022

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Many governments invest public funds in communication interventions and campaigns against prostitution and sexual exploitation in an attempt to change attitudes toward prostitution and eventually decrease its consumption. Despite the considerable investment that public institutions have made in campaigns against prostitution and sexual slavery, no known empirical studies have evaluated the effectiveness of such campaigns on attitudes and behavioral change. The messages of these campaigns usually center on one of two thematic focuses: Prostituted women who suffer exploitation and male consumers of prostitution. The present study examines the impact of different anti-prostitution advertisements on attitudes among male participants (N = 155 male participants). Specifically, the experiment aims to test the differential effect of these two focuses, compared to a no-advertisement control condition, on social support for prostitution, negative and incorrect beliefs about prostitutes, and family values related to prostitution. The results show that compared with the no-advertisement control condition, advertisements focused on men who use prostitutes have a significant effect on social support toward prostitution and incorrect beliefs about prostitutes, whereas advertisements focused on female prostitutes have no effect. The results have practical implications for governments and councils regarding the efficacy of this kind of public communication campaign against prostitution consumption.

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“…Traditionalist), Generation Y is more likely to perceive an opulence as an appropriate even a desired lifestyle (Bakewell and Mitchell, 2003). They are not easily fazed with the controversial information (Urwin and Venter, 2014). They are more open to the conspicuous consumption as a means of self-expression or symbol of opulence lifestyle (Kim and Jang, 2013).…”

Section: Cohortsmentioning

confidence: 99%