Creative approaches: Shock, fear, threat

 

This article, which originally appeared in the March 2010 edition of Admap, summarises "Guilt Trip: From Fear to Guilt on the Green Bandwagon" by Alex Hesz and Bambos Neophytou. It explores the role o

Social marketers continue to incorporate threat appeals into their advertising campaigns. By understanding how both type, and level of threat, as well as individuals' emotional response impacts on the ...

The paper examines the effect of long-term health-related and short-term social and physical antismoking information on adolescents' beliefs about smoking. Findings from a UK school-based study indica ...

This article discusses the ten ads which received the most complaints to the Advertising Standards Authority in 2007. As well as providing some background information regarding the ads, it also contai ...

This Comments section looks at the subject of fear appeals in advertising. Michael LaTour argues that a broader approach to understanding fear arousals is necessary, and that further study outside Nor ...

Sex and death, subjects traditionally considered taboo, are now presented in advertisements. Focusing on the French cultural context, this paper analyses whether these topics are still considered tabo ...

Although the use of shocking content in advertising appeals has been widely adopted, the effectiveness of such communication strategies has not been empirically investigated. In two laboratory studies ...

2001 campaign to persuade drivers in Quebec to reduce their speed, especially in 90 km/h zones. TV shock-based advertising used, at relatively modest weight. Results: 4.5% decrease in casualties due t ...

In this 2001 4A's speech, Keith Reinhard, chairman of DDB Worldwide, discusses issues of taste and decency in advertising. Reinhard argues personal taste is individual choice - meaning that care shoul

The use of fear appeals has become popular because they have been found to increase the interest and persuasiveness of ads. However, fear appeal use in advertising is still not universally accepted. C ...

Discusses the effectiveness of fear appeals in health advertising (e.g. anti-smoking). Hypothesis is that fear appeals vary in their effectiveness according to the particular population segment addres ...