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C/M/1843. Dissertation. Shock appeal in advertising. The impact of factors across different genders

WORDS:
11500
DATE:
2011
PRICE:
119.99 GBP

This dissertation focuses on shock appeal in advertising, in relation to gender. The study aims to identify which part of shock advertisement in terms of product and / or the content of the message that is most appalling to both genders, identify the different specific factors (distinctiveness, ambiguity, and transgression of norms and taboos) that cause shock to both genders, and to investigate the degree of shock caused by the components of the advert on both genders. The review of literature focuses on shock advertising in the media, differences between genders perceptions of shock advertising, factors leading to shock advertising, and theoretical frameworks. The methodology section is provided in great detail, and provides information on the philosophy, plan and validity. Data is collected through focus groups, and the methodology also highlights the sampling methods. All of the results are analysed and discussed in view of gender.

 

KEYWORDS: Dissertation, shock appeal, advertising, gender, shock advertising, media!,

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