Shock Appeals in Charity Advertising: Audience Interpretations and Experiences

Research output: Contribution to conferenceAbstract

Abstract

This study aims to develop a nuanced understanding of audience responses to, and experiences and interpretations of, shock appeals in charity advertising. An interpretative, ethnographically-inspired qualitative study will be undertaken in two contrasting European countries: the UK and Slovakia. By engaging with different charitable audiences, it will explore whether cultural values underpin audiences’ experiences of charitable behaviours; the breath of charity advertising; and the use, audience interpretations, and impact, of shock appeals in charity advertising. It will critically engage with academic debates surrounding the use of shock advertisements, whilst supporting the development of culturally appropriate and effective charity advertising campaigns.
Original languageEnglish
Publication statusPublished - 2015
Event1st Academy of Marketing Consumer Research SIG PhD colloquium - Chester, United Kingdom
Duration: 27 Apr 2015 → …

Conference

Conference1st Academy of Marketing Consumer Research SIG PhD colloquium
CountryUnited Kingdom
CityChester
Period27/04/15 → …

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    Auxtova, K. (2015). Shock Appeals in Charity Advertising: Audience Interpretations and Experiences. Abstract from 1st Academy of Marketing Consumer Research SIG PhD colloquium, Chester, United Kingdom.