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Claudia Jonge

Graduate Student,

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The use of shock advertising by social marketers is an effective strategy to change behavior. Or has it contrary/counter effects?

For my graduation assignment I will research the topic of shock advertising in the Western European non profit sector. The use of shock advertising in social marketing raises besides ethical questions another: Have shocking and fear appealing advertising strategies in the non-profit sector the intended effects?

In this paper I want to research the effectiveness of shock and fear appealing advertisements used in the Western European non-profit sector. Another point I want to research is what methods and strategies can lead to optimum results and can improve the likelihood of changing behaviors without leading to anxiety or resistance. Furthermore, examining the effectiveness of the methods, one which focus on the physical elements of fear and one that focus on the social elements of fear in the advertisements.

With creating a debate about this specific subject I want to reach a number of objectives besides input for my research:
1. Receive notice of the different approaches
2. Seeking for truth with the exchange of information
3. Finding the relevance of the topic
4. Creating a meaningful opinion and create recommendations

Please leave your comments, suggestions and ideas about this topic and lets enjoy this debate.


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  • Feb 15 2013: Will it not do so?
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      Feb 15 2013: For example the recently launched health campaign of the UK health department: http://www.bbc.co.uk/news/health-20805059
      • Feb 22 2013: Hi Claudia,
        How are you?

        Have you considered a specific target audience ? Gender,background, education and various other facets of life experiences contribute to how certain groups/indivduals might respond to your research and implementation. For example, males may respond to visual stimuli, where females might respond more to an actual application of such behaviorial change/consequence in their daily lives. Also, delineating a specific audience would yield a more real world potential change. Bon chance !
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          Feb 25 2013: Hey Joe,

          Thank you for your comment.

          The targetgroup: Young adults, under/graduates/West European

          Most research has been done in this group because juvenile people tend to change (bad) behavior more likely.

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