1. Fear, guilt and shame
The use of emotions in advertising to
change public behaviour
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2. Table of contents
Use of emotions: why?
Negative emotions: why?
How to regulate?
Case study: Benefit fraud
Other examples
To go further...
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3. Use of emotions: why?
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•
•
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To “attract attention”
To be unforgettable
To “create particular brand
associations”
Finally: to sell the
product/service
Effectiveness? Manipulation? Ethics?
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4. Why negative emotions?
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A way to persuade people to change (Severin and Tankard)
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”To persuade the audience in avoiding the negative effect by
practicing the positive behavior” (LaTour, et al.).
oftenly used in addiction/public health/security campaigns
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5. Why negative emotions?
•
“Sad-vertising” (David Bonnet) - Thai life insurance advert
“The marketing message behind all of these products is the same: if
you don’t buy it, something bad will happen. You’ll get fat. You’ll go
bald. You won’t perform. No one will love you. Your family will be
left homeless and penniless. You’ll be an outcast”. (Pearson,
2012:24)
http://youtu.be/FCHPWH-ZQ_k
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9. How to regulate?
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ASA (Advertising Standards Authority) in UK
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International Code of Advertising Practice: “Advertisements should
not without justifiable reason play on fear”
Fairly subjective
Should negative emotions should be used?
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10. Case study: Benefit fraud
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Purpose: “to change the culture of tolerance that sustains fraud”,
benefit fraud = real crime
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Commissioned by: DWP (Department for Work and Pensions)
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Loss estimation: £2billion/year (2003)
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60% are linked to Income Support, Jobseeker’s Allowance &
Housing benefits (2003)
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Launched nationally in Feb. 2001
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Ways to advert: Internet, TV, press, radio, outdoor adverts
http://youtu.be/394Fs2Hj4W4
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12. Case study: Benefit fraud
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•
Results: 41% benefit fraud (1998-2005)
UK government: biggest spender on
advertising during this period in UK
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13. Case study: Benefit fraud
Emotions: FEAR - GUILT
• Being trapped: Big Brother is watching you
• Living in the fear to be caught
• Don’t be a benefit fraud partner: tell us about it
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17. To go further...
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Can any product be advertised in any way? What about ethics?
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18. To go further...
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Is the advert really clear?
what’s the message here?
Perceived message = Don’t drink
otherwise you can be raped!
Real message = Help your friends
stay in control
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19. To go further...
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Different ways to use FEAR when promoting your product
Using common real fears (Pearson, 2012: 24)
e.g. sunscreens, Viagra, insurance
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20. To go further...
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Different ways to use FEAR when promoting your product
Using humor to mitigate “defensive response” and “increase the
persuasiveness of fear advertising” (Mukherjee and Dubé, 2012)
High fear high defensive answers
less persuasive message
High fear + humor less defensive answers
more persuasive message
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22. To go further...
•
Different ways to use FEAR when promoting your product
Using “instant fear” (Coffee advert)
http://youtu.be/5fybBwlxHNc
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Advert 1: 2008 – Anti-smoking campaign made for CONAC (Chilean Corporation Against Cancer). Slogan « Smoking isn’t just suicide. It’s murder. »
Advert 2: 2011 – Alcohol and side-effects… made for PLCB (Pennsylvania Liquor Control Board) – part of « Control tonight » media-campaign
Advert 3: 2012 – Advert for the French movie « Les Infidèles »
Popular way to advert. Emotion generated by an advert are linked to consumer’s reaction
Timotei (2005): Styling mousse (http://theinspirationroom.com/daily/2006/timotei-styling-mousse-lion/)
Nespresso (2007): « Nespresso. What else? »
Perrier (1976): « Perrier, c’est fou » (http://lescopainsd-abord.over-blog.com/article-la-main-baladeuse-culte-de-la-pub-perrier-1976-par-nath-didile-114801916.html)
Williams, K. C. () « Improving fear appeal ethics », Journal of Academic and Business Ethics, [Electronic], http://www.aabri.com/manuscripts/11906.pdf [Feb. 25th 2013]
Fear Appeal Messages and Their Effectiveness in Advertising: http://voices.yahoo.com/fear-appeal-messages-their-effectiveness-advertising-31626.html
Fear Marketing: http://loyaltysquare.com/fear_marketing.php
http://amyjokim.com/2012/09/26/negative-emotions-in-advertising-and-game-design/
http://sad-vertising.blogspot.fr/index.html
Pearson, B. (2012) « From Selling Beauty to Selling Fear – Sunshine is dangerous », The Conference Board Review, [Electronic], http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=78349096&lang=fr&site=ehost-live [March 8th 2013]
Thai life insurance advert: http://youtu.be/FCHPWH-ZQ_k
Moore, D. J., and Hoenig, S., (1989), « Negative Emotions As Mediators of Attitudes in Advertising Appeals”, NA - Advances in Consumer Research, vol. 16, pp. 581-586, http://www.acrwebsite.org/search/view-conference-proceedings.aspx?Id=6966
[March 11th 2013]
Advert for child abuse: banned by ASA in 2008 because the statistic figures where too old (study made in 2000) and was therefore misleading (campaignlive.co.uk)
NHS advert: “highest number of complaints in 2007”. To show addiction to smoking.
AIM of this adverts: COMPLAINTS/BUZZ
International Code of Advertising practices: http://actrav.itcilo.org/actrav-english/telearn/global/ilo/guide/iccadv.htm#Basic%20Principles
£2billion loss: fraud and errors in the system
DWP (2009): “Benefit thieves. It’s not if we catch you, it’s when.”
Results from DWP report “Reducing Fraud in the Benefit System” (2005)
DWP advert from 2009: “Benefit thieves. It’s not if we catch you, it’s when.”
Anorexia: Shown during Milano’s fashion week (2007)
NSPCC (National Society for Preventing Child Cruelty): « Don’t lose control » (2005 - http://www.thirdsector.co.uk/news/616297/)
NSPCC (National Society for Preventing Child Cruelty): « Don’t lose control » (2005 - http://www.thirdsector.co.uk/news/616297/)
Bushmaster firearms advert (2010): « Considered your man card reissued »
Shoot ‘em up (2007): these posters were banned in UK, scared to « glorify the use of guns » (http://snarkerati.com/movie-news/shoot-em-up-adverts-banned-in-uk-for-glamorising-violent-gun-culture/)
Williams, K. C. () « Improving fear appeal ethics », Journal of Academic and Business Ethics, [Electronic], http://www.aabri.com/manuscripts/11906.pdf [Feb. 25th 2013]
Alcohol and side-effects of binge drinking (banned)… made for PLCB (Pennsylvania Liquor Control Board) – part of « Control tonight » media-campaign
http://osocio.org/message/bad_anti_drinking_campaign_ends_in_regret/
http://controltonight.com/
Common real fears – other examples: anti-ageing products, lose weight,…
Pearson, B. (2012) « From Selling Beauty to Selling Fear – Sunshine is dangerous », The Conference Board Review, [Electronic], http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=78349096&lang=fr&site=ehost-live [March 8th 2013]
“How often have you been warned that if you no longer visit a specific store, you'll miss its supersales and great offers?”
Mukherjee, A. and Dubé, L. (2012) « Mixing emotions: The use of humor in fear advertising », Journal of Consumer Behaviour, Wiley Online Library [Electronic], DOI: 10.1002/cb.389 [March 7th 2013]
Wade, L. (2009), « Threatening women with unattractiveness for a good cause », The Society Pages, http://thesocietypages.org/socimages/2009/01/31/threatening-women-with-unattractiveness/ [March 11th 2013]
« Wine doesn’t just come with cheese. For women it’s also accompanied by hair loss, wrinkles, and obesity, plus the other problems like breast cancer, early menopause and memory loss”
Militzer, J. (2013), “Fear Factor: Should we scare people into healthy behavior?”, http://www.nextbillion.net/blogpost.aspx?blogid=3097 [March 11th 2013]
(CDC – Centers for Disease Control and Prevention – US)
K-fee (~2006): «so wach warst du noch nie » ~ you have never been so awake (http://www.youtube.com/watch?v=5fybBwlxHNc&feature=youtu.be)
Nicotinell advert (2008) for World No Tobacco Day (May 31st)