Effectiveness of Shock Advertising

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RUSSIAN ACADEMY OF NATIONAL ECONOMY AND PUBLIC SERVICE Effectiveness of shock advertising Written by: Moscow 2012 CONTENTS I. Introduction………………………………………………………………3 II. Essence of shock public service announcements (PSAs) 1. Defining shock advertising………………………………………….4 2. Analyzing shock advertising. What makes it shock? ………………5 3. Shock PSA components…………………………………………….6 III. Evaluating the effectiveness of shock PSAs on the example of advertising campaigns “Pouring on the pounds” and “Quit smocking today” 1. Analyzing two PSAs in the context of the Dahl’s theory…………8 2. Fear…………………………………………………………………9 3. Information………………………………………………………...10 4. Surprise…………………………………………………………….11 5. Textual analysis of the campaigns…………………………………12 IV. Conclusion……………………………………………………………..19 V. Bibliography……………………………………………………………..20 I. Introduction An appeal is the motive to which an ad is directed. Its purpose is to move the audience toward a goal set by the advertiser. Fear appeals are commonly used in many types of marketing communications, e.g., the marketing of products, services, social causes, and ideas. That is, advertisers invoke fear by identifying the negative results of not using the product or the negative results of engaging in unsafe behavior. In general, however, fear appeals are effective in increasing ad interest, involvement, recall, and persuasiveness. Fear appeals are one of the most frequently used motivators to get people to help themselves. Evidence also suggests that individuals better remember and more frequently recall ads that portray fear than they do warm or upbeat ads or ads with no emotional content. In 2009 the New York City Department of Health and Mental Hygiene

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