Shocking the World: Cultural Underpinnings of Audience Interpretations of Shock Appeals n Charity Advertising

This study aims to develop an in-depth and culturally sensitive 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 (developed) and Slovakia (emerging). By engaging with different charitable audiences, it will explore the use, audience interpretations, and impact, of shock appeals in charity advertising and whether cultural values underpin audiences’ experiences of charitable behaviours. 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.