market research presentation - emilie molies

Fear, guilt and shameThe use of emotions in

advertising to change public behaviour

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Use of emotions: why?Negative emotions: why?How to regulate?Case study: Benefit fraudOther examplesTo go further...

Table of contents

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Use of emotions: why?

• To “attract attention”• To be unforgettable• To “create particular brand

associations” • Finally: to sell the

product/service

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Effectiveness? Manipulation? Ethics?

Why negative emotions?

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• A way to persuade people to change (Severin and Tankard)• ”To persuade the audience in avoiding the negative effect

by practicing the positive behavior” (LaTour, et al.).

oftenly used in addiction/public health/security campaigns

Why negative emotions?

• “Sad-vertising” (David Bonnet) - Thai life insurance advert

“The marketing message behind all of these products is the same: if you don’t buy it, something bad will happen.

You’ll get fat. You’ll go bald. You won’t perform. No one will love you. Your family will be left homeless and

penniless. You’ll be an outcast”. (Pearson, 2012:24)

http://youtu.be/FCHPWH-ZQ_k

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Why negative emotions?

Why negative emotions?

• Sad-vertising: why it works?

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Moore and Henig, (1989)

Negative emotions: examples

• Benetton: shocking campaigns• NHS (UK): addiction to smoking• NSPCC (UK): child abuse

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How to regulate?

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• ASA (Advertising Standards Authority) in UK• International Code of Advertising Practice: “Advertisements

should not without justifiable reason play on fear” Fairly subjective Should negative emotions should be used?

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Case study: Benefit fraud

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• Purpose: “to change the culture of tolerance that sustains fraud”, benefit fraud = real crime

• Commissioned by: DWP (Department for Work and Pensions) • Loss estimation: £2billion/year (2003)• 60% are linked to Income Support, Jobseeker’s Allowance &

Housing benefits (2003)• Launched nationally in Feb. 2001• Ways to advert: Internet, TV, press, radio, outdoor adverts

http://youtu.be/394Fs2Hj4W4

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Case study: Benefit fraud

Case study: Benefit fraud

• Results: 41% benefit fraud (1998-2005)

• UK government: biggest spender on advertising during this period in UK

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Case study: Benefit fraud

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Emotions: FEAR - GUILT• Being trapped: Big Brother is watching you• Living in the fear to be caught• Don’t be a benefit fraud partner: tell us about it

Other examples

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• Anorexia (fear, shame, guilt)

Other examples

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• Child cruelty (shame, guilt)

Other examples

• Buying flowers (guilt, shame)

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To go further...

• Can any product be advertised in any way? What about ethics?

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To go further...

• Is the advert really clear?

what’s the message here?

Perceived message = Don’t drink otherwise you can be raped!

Real message = Help your friends stay in control

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To go further...

• Different ways to use FEAR when promoting your product

Using common real fears (Pearson, 2012: 24)e.g. sunscreens, Viagra, insurance

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To go further...

• Different ways to use FEAR when promoting your product

Using humor to mitigate “defensive response” and “increase the persuasiveness of fear advertising” (Mukherjee and Dubé, 2012)

High fear high defensive answers less persuasive message

High fear + humor less defensive answers more persuasive message

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To go further...

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To go further...

• Different ways to use FEAR when promoting your product

Using “instant fear” (Coffee advert)

http://youtu.be/5fybBwlxHNc

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To go further...

Thank you!

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