Reactions to shock advertising : a qualitative study amongst University of Malta students

Abstract

Advertisers strive to break through the clutter and impact an audience. One way this could be done is by intentionally startling, distressing or offending an audience through “shock advertising” (White, 2007, as cited in Javed & Zeb, 2011). This study explores the reactions and attitudes towards shock advertising in general and in the HIV/AIDS context amongst students of the University of Malta aged 20 to 25. Three focus groups were conducted; one focus group consisted of both male and female participants, one of males only and one of females only. The participants were asked to share their thoughts and opinions on shock advertising prior to the introduction of the HIV/AIDS context. They were then exposed to two shocking video adverts consisting of an HIV/AIDS context and their reactions to the videos and the perceived effect on behaviour were elicited. It was found that prior to exposure to the shocking adverts, the participants held an overall positive perception of shock advertising. The beneficial impact it has on memory and recall was evident through the number of shocking adverts that were recalled easily. After exposure to the shocking adverts, it was found that although shocking adverts grab attention, arouse curiosity and increase memory, they could also have negative results. Negative responses included feelings of discomfort, offence and anxiety which could lead to the rejection of the advert and company. Participants thought that it would be more acceptable to adopt this advertising strategy in a careful and responsible manner without offending a segment of the market and believed it to be more ethically justified when used in the public health context rather than commercially. Had the adverts been more relatable and aroused sympathy, they may have been more effective in positively impacting behaviour, however participants were of the opinion that a shocking advert alone is not powerful enough to change HIV/AIDS related behaviour. Overall the male participants reacted more favourably to shock advertising when compared to the female participants as they considered it an acceptable and beneficial form of advertising.