Exploring the impact of shock advertisement on students with culture as influential factor

dc.contributor.advisorStaunton, Johnen
dc.contributor.authorSatas, Dainiusen
dc.date.accessioned2014-10-09T14:10:39Z
dc.date.available2014-10-09T14:10:39Z
dc.date.issued2014
dc.description.abstractThe main objective of this paper could be stated as to investigate the impact that shock advertisement brings to students while using culture as an influential factor. It can be said that this academic paper has three main parts: literature review, methodology and primary research. Throughout the literature review it was established that shock advertisement is a tool that I used within advertisement and marketing communication. With time it is becoming more and more popular. Although shock advertisement works by breaking through societal norms and surprising the target audience with vulgar or vial imagery or other aspects, while it is becoming more popular, people are more likely to be prone to the shock. Thus advertisers are using more offensive or insulting tactics to achieve their goals. There were studies examined that stated that shock advertisement can be deemed positive when it comes to students as an audience. However, there is a lack of research done on the negative impact or aspects shock appeal in advertisement brings. Shock appeal is usually used within sensitive or taboo topics; hence this research is based on them as well. Main issues arise throughout the literature review, that offensiveness of the advertisement can insult, cause distress or disgust and so not carry the intended information. Furthermore, culture can be deemed as one of the factors that can play an influential role. Researcher took upon 14 semi structure interviews to better answer the research questions, analyze the objectives and prove or reject the hypotheses. Throughout the research, the author came to a conclusion that although shock advertisements can be offensive or disgusting they are still more likely to carry out the intended information or the message. Culture can be seen as a factor when it comes to perceiving the impact or establishing intent to change attitudes or behaviour towards a harmful activity. However other factors were established as well that play crucial roles. Author keywords: Marketing communication, advertising appeals, shock appeal, shock advertisingen
dc.identifier.citationSatas, D. (2014). Exploring the impact of shock advertisement on students with culture as influential factor. Masters Thesis, Dublin Business School.en
dc.identifier.urihttp://hdl.handle.net/10788/2092
dc.language.isoenen
dc.publisherDublin Business Schoolen
dc.rightsItems in Esource are protected by copyright. Previously published items are made available in accordance with the copyright policy of the publisher/copyright holder.en
dc.rights.holderCopyright: The authoren
dc.rights.urihttp://esource.dbs.ie/copyright
dc.subjectAdvertisingen
dc.titleExploring the impact of shock advertisement on students with culture as influential factoren
dc.typeThesisen
dc.type.degreelevelMBAen
dc.type.degreenameMBA in Marketingen
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