Is shock advertising good, bad, or funny?

Technical details

Affiliation(s): Södertörn University (Sweden)
Year of publication: 2024
Type of paper: Master thesis

Link to the full paper: https://www.diva-portal.org/smash/get/diva2:1843932/FULLTEXT02.pdf  

Participants: 4 meat-eaters + 4 vegans or vegetarians, 21 to 32 years old

Materials: 4 advertisements (1 video, 3 image campaigns) by an animal rights non-profit organisation, known for advocating shock tactics for their campaigns.

What’s going on? Gathered in the corresponding groups, the participants examine each of the ads and discuss one at a time in terms of the purpose of the campaign, their individual reactions and thoughts about it, and potential effects of a the advertisement.