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| Author: | Söderlund, M. Dahlen, M. |
| Title: | The "killer" ad: an assessment of advertising violence |
| Journal: | European Journal of Marketing
2010 : VOL 44:11/12, p. 1811-1838 |
| Index terms: | brands violence advertising effectiveness consumer behaviour Sweden |
| Language: | eng |
| Abstract: | The purpose of the article is to investigate the impact of violence in advertising on advertising effectiveness. The ad story's violent content's contribution to excitement perceptions and attitude towards the ad and the product is also examined. Two studies where consumers are randomly exposed to ads with varying levels of violence are conducted, using experimental approach. The results show that the use of real violence resulted in higher levels of excitement and attitude towards the story, the ad and the product than ads with no violence. |
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