Market research presentation - Emilie MOLIES

Fear, guilt and shameThe use of emotions in

advertising to change public behaviour

1/24Emilie Moliés – Market Research - 2013

Use of emotions: why?Negative emotions: why?How to regulate?Case study: Benefit fraudOther examplesTo go further...

Table of contents


Use of emotions: why?

• To “attract attention”• To be unforgettable• To “create particular brand

associations” • Finally: to sell the

product/service

3/24Emilie Moliés – Market Research - 2013Emilie Moliés – Market Research - 2013

Effectiveness? Manipulation? Ethics?

Why negative emotions?


• A way to persuade people to change (Severin and Tankard)• ”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


• “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







• Sad-vertising: why it works?


Moore and Henig, (1989)

Negative emotions: examples

• Benetton: shocking campaigns• NHS (UK): addiction to smoking• NSPCC (UK): child abuse


How to regulate?

Emilie Moliés – Market Research - 2013Emilie Moliés – Market Research - 2013

• ASA (Advertising Standards Authority) in UK• 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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Case study: Benefit fraud


• Purpose: “to change the culture of tolerance that sustains fraud”, benefit fraud = real crime

• Commissioned by: DWP (Department for Work and Pensions) • Loss estimation: £2billion/year (2003)• 60% are linked to Income Support, Jobseeker’s Allowance &

Housing benefits (2003)• Launched nationally in Feb. 2001• Ways to advert: Internet, TV, press, radio, outdoor adverts

http://youtu.be/394Fs2Hj4W4

http://youtu.be/394Fs2Hj4W4




• Results: 41% benefit fraud (1998-2005)

• UK government: biggest spender on advertising during this period in UK




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

Other examples


• Anorexia (fear, shame, guilt)

Other examples


• Child cruelty (shame, guilt)

Other examples

• Buying flowers (guilt, shame)


To go further...

• Can any product be advertised in any way? What about ethics?


To go further...

• 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


To go further...

• Different ways to use FEAR when promoting your product

Using common real fears (Pearson, 2012: 24)e.g. sunscreens, Viagra, insurance


To go further...


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


To go further...


To go further...


Using “instant fear” (Coffee advert)

http://youtu.be/5fybBwlxHNc





To go further...

Thank you!


Marketing

Market research presentation - Emilie MOLIES