http www youtube comwatch vug Te Oz 7

http: //www. youtube. com/watch? v=ug. Te. Oz 7 rsg. E

Shock Value Effectiveness for Raising Awareness By Malinda Den. Bok

? h c u m o o T PSA, Young & Rubicam in Germany

? h c u m o o T

? h c u m o o T Ads of the World

? h c u m o o T

Fabutan on Facebook

Who gets to decide? • "Who should I listen to - the health minister or a private justice corporation? “ – Mr. Toscani

Men and Women

Effective for University Students • “Our findings suggest that shocking content in an advertisement significantly increases attention, benefits memory, and positively influences behaviour among a group of university students” - Journal of Advertising Research, after showing AIDS/HIV Prevention ads

People don’t want to be scared • "Following intense research, we found that people now want help, support and advice in changing their behaviour: they want to do what's best for their children, rather than be scared into doing so" - Sian Jarvis, Department of Health's in the UK

Pros vs. Cons

Is Shock Valuable for us? Know your Audience

Sources http: //osocio. org/ http: //www. healthzone. ca/health/yourhealth/men'shealth/article/859631 --facebook-pulls-plug-onthreatening-testicular-cancer-ad http: //www. adstandards. com/en/ASCLibrary. aspx http: //www. mediacurves. com/Advertising/J 7569 -Shock. Ad/Index. cfm http: //www. youtube. com/watch? v=ug. Te. Oz 7 rsg. E http: //news. bbc. co. uk/2/hi/europe/7053725. stm DARREN W. DAHL , KRISTINA D. FRANKENBERGER and RAJESH V. MANCHANDA. ”Does It Pay to Shock? Reactions to Shocking and Nonshocking Advertising Content among University Students” Journal of Advertising Research (2003), 43: 268 -280 Cambridge University Press http: //www. brandchannel. com/features_effect. asp? pf_id=84