Do violent social cause advertisements promote social change? An examination of implicit associations

Natalina Zlatevska, Mark T. Spence

Research output: Contribution to journalArticleResearchpeer-review

5 Citations (Scopus)
4 Downloads (Pure)

Abstract

Violent content is used in social cause advertising campaigns as a means of discouraging antisocial attitudes and behaviors, despite the fact that findings regarding the effectiveness of including violence in advertisements are equivocal. The present research explores the efficacy of violent advertisements by investigating how such ads affect implicit associations with violent words/acts. The importance of implicit associations is that they can affect judgments and behaviors long after explicit memory for the advertisement has decayed. The findings of the research point to the prevalence of individual differences in response to violent ads. Specifically, social cause advertisements are effective in weakening implicit associations with violence for nonaggressive individuals, as would be desired. However, these campaigns strengthen implicit associations for aggressive individuals. Ameliorating their aggressive associations would be advantageous both to the individual and society; however, the results suggest such advertisements make matters worse.

Original languageEnglish
Pages (from-to)322-333
Number of pages12
JournalPsychology and Marketing
Volume29
Issue number5
DOIs
Publication statusPublished - May 2012

Fingerprint

Social Change
Violence
Research
Individuality

Cite this

@article{6a74cc5fe23445bbb131b361bb84af08,
title = "Do violent social cause advertisements promote social change? An examination of implicit associations",
abstract = "Violent content is used in social cause advertising campaigns as a means of discouraging antisocial attitudes and behaviors, despite the fact that findings regarding the effectiveness of including violence in advertisements are equivocal. The present research explores the efficacy of violent advertisements by investigating how such ads affect implicit associations with violent words/acts. The importance of implicit associations is that they can affect judgments and behaviors long after explicit memory for the advertisement has decayed. The findings of the research point to the prevalence of individual differences in response to violent ads. Specifically, social cause advertisements are effective in weakening implicit associations with violence for nonaggressive individuals, as would be desired. However, these campaigns strengthen implicit associations for aggressive individuals. Ameliorating their aggressive associations would be advantageous both to the individual and society; however, the results suggest such advertisements make matters worse.",
author = "Natalina Zlatevska and Spence, {Mark T.}",
year = "2012",
month = "5",
doi = "10.1002/mar.20524",
language = "English",
volume = "29",
pages = "322--333",
journal = "Psychology and Marketing",
issn = "0742-6046",
publisher = "Wiley-Liss Inc.",
number = "5",

}

Do violent social cause advertisements promote social change? An examination of implicit associations. / Zlatevska, Natalina; Spence, Mark T.

In: Psychology and Marketing, Vol. 29, No. 5, 05.2012, p. 322-333.

Research output: Contribution to journalArticleResearchpeer-review

TY - JOUR

T1 - Do violent social cause advertisements promote social change? An examination of implicit associations

AU - Zlatevska, Natalina

AU - Spence, Mark T.

PY - 2012/5

Y1 - 2012/5

N2 - Violent content is used in social cause advertising campaigns as a means of discouraging antisocial attitudes and behaviors, despite the fact that findings regarding the effectiveness of including violence in advertisements are equivocal. The present research explores the efficacy of violent advertisements by investigating how such ads affect implicit associations with violent words/acts. The importance of implicit associations is that they can affect judgments and behaviors long after explicit memory for the advertisement has decayed. The findings of the research point to the prevalence of individual differences in response to violent ads. Specifically, social cause advertisements are effective in weakening implicit associations with violence for nonaggressive individuals, as would be desired. However, these campaigns strengthen implicit associations for aggressive individuals. Ameliorating their aggressive associations would be advantageous both to the individual and society; however, the results suggest such advertisements make matters worse.

AB - Violent content is used in social cause advertising campaigns as a means of discouraging antisocial attitudes and behaviors, despite the fact that findings regarding the effectiveness of including violence in advertisements are equivocal. The present research explores the efficacy of violent advertisements by investigating how such ads affect implicit associations with violent words/acts. The importance of implicit associations is that they can affect judgments and behaviors long after explicit memory for the advertisement has decayed. The findings of the research point to the prevalence of individual differences in response to violent ads. Specifically, social cause advertisements are effective in weakening implicit associations with violence for nonaggressive individuals, as would be desired. However, these campaigns strengthen implicit associations for aggressive individuals. Ameliorating their aggressive associations would be advantageous both to the individual and society; however, the results suggest such advertisements make matters worse.

UR - http://www.scopus.com/inward/record.url?scp=84859727710&partnerID=8YFLogxK

U2 - 10.1002/mar.20524

DO - 10.1002/mar.20524

M3 - Article

VL - 29

SP - 322

EP - 333

JO - Psychology and Marketing

JF - Psychology and Marketing

SN - 0742-6046

IS - 5

ER -