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Full-Text Articles in Social and Behavioral Sciences

Advertising Wearout Of Shock-Value Anti-Speeding Ads, Jennifer Thornton, John R. Rossiter Jan 2001

Advertising Wearout Of Shock-Value Anti-Speeding Ads, Jennifer Thornton, John R. Rossiter

Faculty of Commerce - Papers (Archive)

An advertising experiment was conducted to test the advertising wearout of four anti-speeding ads, each with varying underlying "patterns" of fear arousal. The patterns of fear were established beforehand by using a dial designed to track viewers’ reactions in terms of tenseness felt. The advertising experiment involved 284 participants from a first-year University marketing class. Four experimental groups were exposed to the same antispeeding ad each week, for three sequential weeks. Measures were obtained, via a questionnaire, of the participants’ attention paid to the ad, expected effect on speeding behaviour, emotions felt, perceptions of the relevance, believability, realism of the ...


Worshipping At The Alpine Altar: Promoting Tobacco In A World Without Advertising, Stacy M. Carter Jan 2001

Worshipping At The Alpine Altar: Promoting Tobacco In A World Without Advertising, Stacy M. Carter

Faculty of Social Sciences - Papers

"Glisten. The party to go with your glamourpuss dress." "Glisten. Music to go with your rock star hair." "Glisten. Cocktails to go with your spanking ring." ("Minimum age 18. Photo ID required. Tobacco & alcohol products for sale.") Three highly stylised advertisements, one for each by-line, and each featuring a young woman on the dancefloor flaunting dress, hair and ring respectively, had been splashed in expensive full colour across the street music press and on the Wavesnet website (www.wavesnet.net) for weeks. On the night of Thursday 6 September at least some glamourpusses believed the hype at the high profile ...