Charitable causes and public service ads often highlight sensitive and sometimes upsetting subject matter. Traditionally, we’ve granted more leeway to these types of ad because of the importance of the issues they are raising awareness about. But our research has prompted us to question whether we’re getting things right.
although allowing more leeway is justified, alot of advertising strategies tend to now use shock-tactics to gain attention - but is it the right sort of attention?
using hard-hitting ads, though memorable may be for the wrong reasons - it has to be obvious what the ad is trying to bring awareness to and should enforce a reaction. - some might just make people more avoidant due to the distress the ad may bring.
'There is no doubt that hard hitting campaigns cut through the noise. We are bombarded with messages every day so campaigns that stand out and catch our attention are often necessary. But they must always have a behavior change message in mind...Simply stating a problem without a solution or way forward will just not work. Campaigns might start with a hard hitting ad, but it must not end with one.'
http://www.social-change.co.uk/news/post.php?s=2012-02-14-do-hard-hitting-adverts-work
No comments:
Post a Comment