P/M/446. Fear appeal in shock advertising

The dissertation aims to investigate personal responses to shock advertising and its effects on businesses. Direct research methods of triangulation (questionnaires and interviews in focus groups) involve quantitative and qualitative approaches and are used in combination with secondary data analysis, namely, a review of literature on the theory, models and ethics of advertising; psychological and marketing aspects of Ëfear appeal; marketing images of companies using shock advertising, etc. Conclusions are made about the viewers attitudes to shock advertising.