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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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    Mar 11 2013: 1. Could you clarify exactly what you mean by "which approaches"?
    2. Are you looking for facts and sincere participation?
    3. What can we do to remain rel event and cogent to your topic?
    4. Can you elaborate meaningful in context and can we recommend things by asking a question?

    Your conversation topic is very cool ;-)
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      Mar 11 2013: Thank you for your comment!

      At the moment I am working on the research questions. For the moment I have phrased two questions:
      Advisory Question
      What type of fear appeals in advertising is effective to reach the intended results on young adults?
      Research Question
      What type of fear appeals in advertising, emotional or physical, generates an amount of fear which can change attitude and behavior?
      Still subject to change though 

      With this debate I try to find meaningful reactions and opinions on this topic. Such as the ethicality of fear appeals, experiences and ideas to research. Preferably with theoretical argumentation.
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        Mar 11 2013: Is there a way to be more cogent to the questions?
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          Mar 12 2013: I will explore the questions to seek for the truth

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