Threat appeals in social marketing: death as a ‘special case’

Henley, Nadine; Donovan, Robert J.

doi:10.1002/nvsm.83

Cited by 27 publications

(11 citation statements)

References 95 publications

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“…Shock tactics and threat appeals are frequently used in order to facilitate large‐scale changes in behaviour and attitudes (Sutton, ). Even death threats have been used in social marketing campaigns aimed at risk behaviours related to disease and injury prevention (Henley and Donovan, ). Indeed, in a study investigating road safety advertising, the two best performing advertisements were highly dramatic showing graphic crash scenes, injuries and death (Donovan et al , ).…”

Section: The Not‐for‐profit Sectormentioning

confidence: 99%

‘Shockvertising’: An exploratory investigation into attitudinal variations and emotional reactions to shock advertising

Parry

Jones

Stern

et al. 2013

J of Consumer Behaviour

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This study compares the reactions towards shock advertising in for‐profit (FP) and not‐for‐profit (NFP) organizations. Although the use of shocking advertisements is a growing phenomenon, the findings regarding the effectiveness of such advertisements remain mixed. Moreover, there is little consideration of the use of these tactics in different organizational contexts and the effect on the consumer. A qualitative methodology was adopted and included the use of focus groups to explore the attitudes and emotional reactions of a range of individuals. The shocking images from both the NFP and FP organizations were deemed successful at capturing the audience's attention. Some images were more ‘shocking’ than others, whereas some were more effective at drawing attention to the product or the cause. Importantly, the use of shock advertising was perceived to be justifiable in the NFP sector but much less so in the FP sector. Reactions were somewhat influenced by both religion and gender; however, it was apparent that this sample were inherently more accepting of shock advertising than expected. Despite the apparent immunity of today's youth to shock tactics, this study found that there are still themes that are considered inappropriate in FP and NFP sectors; these include the use of religious taboos or morally offensive images. Copyright © 2013 John Wiley & Sons, Ltd.

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Section: The Not‐for‐profit Sectormentioning

confidence: 99%

‘Shockvertising’: An exploratory investigation into attitudinal variations and emotional reactions to shock advertising

Parry

Jones

Stern

et al. 2013

J of Consumer Behaviour

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“…19 Henley and Donovan 17 have recently investigated whether young people respond differently to older people when presented with a variety of health messages about smoking that differ in their level of fear appeal. In this study, young people (16)(17)(18)(19)(20)(21)(22)(23)(24)(25) year olds) and older people (40-50 year olds) were presented with messages about emphysema manipulated to present one of six different types of messages. The six different message types were: a control message that presented the facts about emphysema; a non-death fear message that presented information about disablement (dependence on oxygen) associated with emphysema; a death fear message, presenting information about the likelihood of death from emphysema; a death fear message that stressed the opportunities missed by premature death; and a death fear message that emphasised the impact of an individual's death on their loved ones.…”

mentioning

confidence: 99%

Do adult focused anti-smoking campaigns have an impact on adolescents? The case of the Australian National Tobacco Campaign

White

Tan²,

Wakefield³

et al. 2003

Tob Control

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Tobacco Control 2003;12(Suppl II):ii23-ii29Objectives: To examine adolescents' awareness of and response to an adult focused anti-smoking advertising campaign. Design and setting: Data were obtained from two cross sectional surveys of adolescents. The first study, a national evaluation study, involved a telephone survey of a randomly selected sample of 400 14-17 year olds across Australia in 1998. The second study involved a survey of 3714 students aged 12-17 years, randomly selected from a probability sample of secondary schools in the Australian State of Victoria. Main outcome measures: In both surveys, adolescents answered questions on their awareness of the advertising campaign and actions taken in response to the campaign. Adolescents in the national evaluation study also answered questions assessing knowledge of health effects of smoking, impact of the campaign on adolescents, and relevance of the campaign for adolescents and other groups. Responses for smokers and nonsmokers were examined. Results: Among the national evaluation sample, 85% of adolescent smokers thought the campaign was relevant to them. Fifty three per cent indicated that the campaign had led some teenagers to at least try to quit and 85% thought it made smoking seem less cool and desirable. Among students who were established smokers the campaign generated quitting activity, with 27% cutting down the number of cigarettes they smoked and 26% having thought about quitting. Conclusion: Results indicate that adolescents were very aware of this adult focused anti-smoking campaign and thought it relevant to them. The findings suggest that a graphic health effects cessation focused campaign may have been successful in promoting anti-smoking attitudes among adolescents.

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“…The changing multicultural and religious environments have hardly been discussed in the UK charitable sector -the nearest example was in terms of attitudes towards 'death threat appeals'. 6 It is possible that the effects of migration, changing cultural attitudes and weakening religious beliefs have been researched but as far as the UK is concerned there is little evidence of this. For example, 'Philanthropy in the World's Traditions' 7 covers virtually every culture and religion in terms of charitable activity and lifetime philanthropy but virtually ignores 'deathtime' giving.…”

Section: Multicultural and Religious Environmentsmentioning

confidence: 99%

What will be the impact on future legacy campaigns of changing demographic, economic, cultural and religious trends?

Radcliffe

2000

J of Philanthropy and Mktg

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This paper discusses some key issues that will have dramatic effects on legacy/bequest in-The world of legacy, or bequest fundraising is at a watershed in terms of both legacy income and the prospect marketplace. Large tidal waves are about to hit this watershed which will have far-reaching effects.Over the next 20-30 years legacy income will be affected by:-rapidly changing economic and demographic environments, which hold both opportunities and threats for charities and family inheritors -increasingly multicultural communities, which threaten certain causal sectors and will-writing patterns but might offer opportunities -weakening religious beliefs and membership, which might threaten traditional legacies such as tithes.A will is a private document. Asking for a legacy can intrude not only on a person's privacy but also interfere with their lifestyle, culture, traditions and beliefs. Mass marketing techniques will not be able to take into account each person's life environment and can result in donor antagonism and effect life-time giving. Charities, therefore, need to consider how to develop campaigns that match the full life environment of each individual.

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Threat appeals in social marketing: death as a ‘special case’

Cited by 27 publications

References 95 publications

‘Shockvertising’: An exploratory investigation into attitudinal variations and emotional reactions to shock advertising

‘Shockvertising’: An exploratory investigation into attitudinal variations and emotional reactions to shock advertising

Do adult focused anti-smoking campaigns have an impact on adolescents? The case of the Australian National Tobacco Campaign

What will be the impact on future legacy campaigns of changing demographic, economic, cultural and religious trends?

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