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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
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
Worshipping At The Alpine Altar: Promoting Tobacco In A World Without Advertising, Stacy M. Carter
Faculty of Social Sciences - Papers (Archive)
"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 nightclub …
Misplaced Marketing: Why Television Is The “Wrong” Environment For Public Service Advertising Campaigns, Joyce M. Wolburg
Misplaced Marketing: Why Television Is The “Wrong” Environment For Public Service Advertising Campaigns, Joyce M. Wolburg
College of Communication Faculty Research and Publications
Notes that research has shown that advertising efforts to promote social causes rarely reach meaningful levels of effectiveness. Points out that while the media provide the right emotional climate for advertising messages that encourage consumption, it follows that the media provide the wrong environment for messages that discourage consumption or other behaviors. Concludes that money spent might best be redirected to other prevention efforts that more directly accomplish the social program’s goals.