How ads work: Negative, unintended effects

 

Using a wealth of examples - from the Diet Coke/Mentos experiments to Dove, Red Bull and Oxfam - Brian Dargan and Matthew Hunt, from DraftFCB, explain the challenge of 'digital extremists'. These are ...

This research involves a comparative study conducted in the United States and Japan to investigate whether the form of negative information about a celebrity (other- or self-oriented) results in diffe ...

Research on the effect of congruity between an ad’s message and its background music on consumer memory indicates that ad music that is congruent with an ad’s message can enhance the consumer’s memory ...

This article on negative and comparative advertising asks the question 'does it work?' The author explains that this form of advertising emanated from US political advertising. The paper describes t ...

An evaluation, using qualitative and quantitative research, of some US Army recruitment commercials. Previous research in this area reviewed. Findings: some unintended messages, as well as intended on ...