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Flemington, NJ, September 28, 2009 – A new media study among 318 males and females who viewed several recent “shock ads” on breast and lung cancer awareness revealed that the majority of male viewers (53%) indicated that shock ads are extremely effective, compared to 42% of females who reported that shock ads are extremely effective.
The study was conducted by HCD Research using its MediaCurves.com® website on September 24, to obtain consumers’ perceptions of a few recent “shock ads” on breast cancer and lung cancer awareness. To view detailed results go to: www.mediacurves.com.
Respondents were provided with a list of tactics and methods that advertisers use to capture viewers’ attention, and asked to select the ones that contribute most to their interpretation of an “effective” ad or public service announcement. The ads and public service announcements that use humor and wit ranked the highest among males and females. The majority of male viewers (66%) reported they wanted to see more “shock ads” on the air, while less than half of female viewers (49%) wanted to see more shock ads.
Among the findings:
Do you think “shock value” ads and public service announcements like the ones featured in this news clip (for ‘Rethink Breast Cancer’ and the ‘National Lung Cancer Partnership’) are generally effective in raising awareness and drawing positive attention to the issues?
|
|
Total |
Males |
Females |
|
Yes |
47% |
53% |
42% |
|
Somewhat |
36% |
32% |
39% |
|
No |
17% |
15% |
19% |
Please indicate what factors contribute to your interpretation of an effective advertisement or PSA (public service announcement). Select all that apply.
|
|
Total |
Males |
Females |
|
An ad or PSA that uses shock value and scare tactics |
29% |
32% |
26% |
|
An ad or PSA that uses humor and wit |
58% |
58% |
59% |
|
An ad or PSA that evokes feelings of positivity or happiness from viewers |
46% |
47% |
46% |
|
A personal connection to the product, message or issue being addressed in the ad or PSA |
50% |
44% |
56% |
|
An ad or PSA that evokes feelings of sorrow and empathy from viewers |
29% |
28% |
29% |
|
An ad or PSA that evokes feelings of anger and rage from viewers |
16% |
17% |
16% |
|
Testimonial ads and PSA’s |
27% |
24% |
29% |
|
An ad or PSA with a promotional offer, giveaway or incentive |
21% |
20% |
21% |
|
An ad or PSA that focuses on facts and detailed information regarding the product, message or issue being addressed |
48% |
46% |
49% |
|
Other |
4% |
4% |
4% |
Do you want to see more advertisements and public service announcements like this one (that focus on shock value)?
|
|
Total |
Males |
Females |
|
Yes |
58% |
66% |
49% |
|
No |
42% |
34% |
51% |
Editors/Reporters: For more information on the study, or to speak with Glenn Kessler, president and CEO, HCD Research, please contact Vince McGourty, HCD Research, at (908) 483-9121 or (vince.mcgourty@hcdi.net). You can also receive updates from MediaCurves.com by following us on Twitter: http://twitter.com/mediacurves and Facebook: http://www.facebook.com/pages/Flemington-NJ/MediaCurves/86691908820
HCD Research is a marketing and communications research company headquartered in Flemington, NJ. The company's services include traditional and web-based research. For additional information on HCD Research, access the company’s web site at www.hcdi.net or call HCD Research at 908-788-9393. MediaCurves.com® (www.mediacurves.com) is a media measurement website that provides the media and general public with a venue to view Americans’ perceptions of popular and controversial media events and advertisements. For more information on mediacurves.com, please contact Barbara Taylor, director, MediaCurves.com, at (908) 483-9146 or (barbara.taylor@hcdi.net).
