The ethics of psychoactive ads

Hyman, Michael R.; Tansey, Richard

doi:10.1007/bf00382660

Cited by 77 publications

(57 citation statements)

References 16 publications

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“…Hyman and Tansey (1990) refer to those emotionarousing ads that cause a group of viewers to feel extremely anxious, hostile toward others or feel a loss of self-esteem as psychoactive ads. The planning of advertising without taking into consideration such facts may lead to certain ethical problems.…”

Section: Ethical Problems Of Guerilla Advertising Strategiesmentioning

confidence: 99%

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Guerrilla Marketing Communication Tools and Ethical Problems in Guerilla Advertising

Ay¹,

Aytekin²,

Nardali³

2010

American J. of Economics and Business Administration

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Problem statement: Companies attempt to reach private worlds of consumers and give them memorable experience with their brands by using guerrilla marketing tools. Guerrilla advertising, which is one of the guerrilla marketing tools, usually attracts the attention of consumers but sometimes irritates and annoys the consumers and even breaks the law. Approach: The study determined these ethical aspects by evaluating different guerilla advertising strategies of the companies. A critical assessment of the printed and visual discoursed of guerilla ads were made in this context. Results: The assessment indicated that there are some ethical problems about guerrilla advertising implementations. Especially the ads, which include fear-appeal, may irritate people. Also, distraction of attention in traffic is the other important ethical problem. Conclusion/Recommendations: These kinds of guerrilla ads may reduce the effectiveness of advertisements in general and dislike of a company's ad may lead to biased reactions towards future advertisements. Ethical, legal and societal boundaries must be considered in guerilla advertising strategies. In sum today's marketers have to take greater responsibility for the negative impacts of the practices of guerilla advertising.

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Section: Ethical Problems Of Guerilla Advertising Strategiesmentioning

confidence: 99%

“…Such ads do not aim at entertaining the audience. They make the audience feel angry, disturbed, fearful and sad (Hyman and Tansey, 1990). Such irritating ads provoke the viewers and lead to discontent and temporary impatience.…”

Section: Ethical Problems Of Guerilla Advertising Strategiesmentioning

confidence: 99%

Guerrilla Marketing Communication Tools and Ethical Problems in Guerilla Advertising

Ay¹,

Aytekin²,

Nardali³

2010

American J. of Economics and Business Administration

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“…However, using negative emotions in advertising messages is a thorny issue; on one hand, there are authors who believe that such messages can trigger anxiety in the public with negative effects that work against the product or service (Henthome, LaTour & Nataraajan, 1993;Geeta, Kyung & Agrawal, 2009;Agrawal et al, 2007), while other authors such as Moore and Harris (1996) consider that negative emotions can even be agreeable for their audience, just as St Thomas Aquinas pointed out, when he stated that in pain there can be pleasure. These opinions show that there is no consensus on the use of negative emotions; this has led to authors covering this issue from an ethical point of view, such as Hyman and Tansey (1990).…”

Section: Introductionmentioning

confidence: 99%

Pain in advertising: an analysis of the content and design of the advertisements in press after 11-M terrorist attacks

Pastor¹,

Vozmediano²

2015

Communication & Society

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On the anniversary of the attacks of 11 March 2004 which occurred in Madrid, we conducted a study which focused on the advertising published the days following the attacks. This study examines the message content and layout of ads across a sample of 178 advertisements published in the Spanish press. We created a table with 15 variables and 112 subvariables to find out which were the predominant messages in each advertisement and if the advertiser wanted to convey a message of sorrow to the sufferer or implicitly wanted their brand to predominate over the message of shared pain. Among the findings that we obtained was that messages of condolence and sober designs, without pictures or color, in which the advertiser expresses emotions and empathy with the victims are the most numerous. Emotional pain is the dominant feeling in the adverts published after the attacks March 2004 with messages of sorrow and strongly expressed exclamations, followed by messages of condolence and thanks. In the design, the text of the adverts is of great significance compared to the iconic features and the composition looks similar to that of obituaries. In addition, we provide a proposal for joint design of the message as a reference for advertisers in similar circumstances.

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“…Communications arousing an emotion of fear are particularly effective to attract attention, create awareness of the dangers of smoking and motivation to quit smoking (Gallopel, 2006). Empirically, it has been shown that subjects remember more ads that portray fear than those relying on positive emotions (Hyman and Tansey, 1990; Thorson and Friestad, 1985). Yet some believe that fear appeals are unethical because they can "expose a person against his will to seriously harmful or offensive pictures" (Hyman and Tansey, 1990).…”

Section: Introductionmentioning

confidence: 99%

“…Empirically, it has been shown that subjects remember more ads that portray fear than those relying on positive emotions (Hyman and Tansey, 1990; Thorson and Friestad, 1985). Yet some believe that fear appeals are unethical because they can "expose a person against his will to seriously harmful or offensive pictures" (Hyman and Tansey, 1990). The fear appeals are unethical because they offend or shock the individuals.…”

Section: Introductionmentioning

confidence: 99%

Effect of the Self-Efficacy on the Perceived Ethicality of Fear Appeals in Anti-Tobacco Advertising

Saadellaoui¹,

Gharbi²

2014

JMRCS

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The Literature agrees that fear appeals are effective to attract attention and create motivation to quit smoking. However, theses threatening messages can easily raise ethical issues. This article outlines some ethical issues about the use of fear appeals. Also, it tries to understand the effect of perceived self-efficacy of smokers on the ethical judgment of scary advertising. The experimental study that we have conducted reveals that fear appeals are perceived ethical if smokers feel able to implement the recommendation of the message sender. Both the theoretical contributions managerial implications of such a result will be discussed in this paper.

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The ethics of psychoactive ads

Cited by 77 publications

References 16 publications

Guerrilla Marketing Communication Tools and Ethical Problems in Guerilla Advertising

Guerrilla Marketing Communication Tools and Ethical Problems in Guerilla Advertising

Pain in advertising: an analysis of the content and design of the advertisements in press after 11-M terrorist attacks

Effect of the Self-Efficacy on the Perceived Ethicality of Fear Appeals in Anti-Tobacco Advertising

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