ANTI SMOKING SHOCK ADVERTISING CAMPAIGNS

An Investigation into the Attitudes of 18-24 Undergraduate Students with Regards To Anti Smoking Shock Advertising Campaigns in UK

Declaration and word count

Abstract

This study purely highlights the positive and negative side of shock advertising. This study also describes how different types of commercials and advertisements affect smokers in UK everyday. In the introductory part definition of shock advertising support the logic of arguments and introduction also outlines the structure of the paper. In the literature, shocking advertising content has been discussed primarily. And the methodological section provides the evidence of qualitative and quantitative concepts. Findings and results are based on the investigation process and in the end strong conclusion provides the fact and figures about shock advertisements and their affects on smokers.

Acknowledgments

Table of Contents

CHAPTER 1: INTRODUCTION6

1.0 Objective of the study6

1.1 Definition of shock advertising6

1.2. Aims and Objectives of Study6

1.3. Outline of Chapters7

CHAPTER 2: LITERATURE REVIEW9

2.0 Introduction9

2.1. Shock Advertising13

2.2 Increase in the use of shock advertising15

2.3. History and breakthrough of shock advertising16

2.4 Terms used to classify shock advertising10

2.5 Key elements of an effective shock advertisement17

Distinctiveness18

Ambiguity18

Transgression of norms and taboos19

2.6 Fundamentals of how shock advertising works21

2.7 Variety of different appeals used in shock advertising21

2.7 Effectiveness of shock advertising27

2.8 Possible negative effects of using shock advertising30

2.9 Ethical considerations of shock advertising30

2.10 Rationale for literature reviewed32

2.11 Critical review of literature relating to academic objectives32

2.12 Summary of literature review34

CHAPTER 3: RESEARCH METHODOLOGY37

3.1 Introduction38

3.2 Secondary Data38

Primary data39

3.3 Qualitative Primary Data39

3.4 Quantitative Data40

CHAPTER 4: FINDINGS AND ANALYSIS47

CHAPTER 5: CONCLUSIONS53

REFERENCES57

BIBLIOGRAPHY62

APPENDIX A69

APPENDIX B72

Chapter 1: Introduction

1.0 Objective of the study

The following are the objectives of this investigation:

Objective 1- To identify the effects that shock advertisements can have on individuals

Objective 2- To explore the opinions and attitudes of individuals towards the use of shock advertisement to promote or endorse a message

Objective 3- To discover any negative effects of using shock advertisement

Objective 4- To discover to what extent shock advertisements can effect and change behaviour

1.1 Definition of shock advertising

A shock advertising apply is routinely considered as one that intentionally, other than accidental, alarms and outrages its assembly (Gustafson and Yssel 1994, 2). Offence is extracted through the method of norm disobedience, encircling transgressions of regulation or made-to-order (e.g., indecent sexy quotations, obscenity), breaks of an ethical or communal cipher (e.g., profanity, vulgarity), or things that outrage the right or whole body senses (e.g., pointless aggression, appalling images).

1.2. Aims and Objectives of Study

The main objective of this dissertation is to identify and examine attitudes toward shock advertising of UK home undergraduate university students with regards to anti smoking shock advertising campaigns in the UK. Focusing on a variety of media (only from UK). With particular attention to television adverts, government pressure groups, NHS, print media, posters, illustration on cigarette packets etc.

1.3. Outline of Chapters

The structure of this investigation will comprise of five chapters. Following on from the introduction in chapter one will be Chapter two the Literature Review. This chapter will focus and examine a variety of academic literature and theories relating to shock ...