Moral and Ethical Aspects of Shock Advertising: Expectations and Reality
https://doi.org/10.26105/SSPU.2022.80.5.011
Abstract
The study of the moral and ethical aspects of the use of shock advertising (social and commercial) will determine the level of acceptability of the use of shock technologies in various communication channels. As a result of the study, conducted by the method of questioning, followed by a sociological analysis of the data, the most (un-)acceptable types of shock advertising were identified. So the acceptability of nudity (Δav,%) in the commercial Internet advertising channel reaches (+113.4%), its unacceptability in the outdoor advertising channel (–53.3%); in the use of obscene language, there is a greater acceptability in Internet advertising (+102.79%), compared to outdoor advertising (–64.94%). The most part of respondents consider inappropriate use of religious symbols as the most negative in social advertising on television (–127%). For all communication channels, negative average values (from –11.28 to –65.66) were obtained for the acceptability of the use of shock advertising. Thus, shock advertising most often does not correspond to the level of moral and ethical acceptability of a person and violates the correspondence of his social expectations to reality, but is effective for the majority of respondents (55.7%), within the limits of acceptability. Shock content is more often justified in social advertising.
Keywords
advertising,
shock advertising,
expectations,
coincidence of expectations,
social advertising,
commercial advertising,
information channel
Supporting agencies: The author expresses his deep gratitude to Anastasia Valerievna Uryvina for her help in the collection and primary processing of the study materials.
About the Author
A. S. Stoyanov
Academy of Civil Defense, EMERCOM of Russia
Russian Federation
Russian Federation
Stoyanov Alexander Sergeevich — PhD (Sociology), Associate Professor, Department of Advertising and Public Relations
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Review
For citations:
Stoyanov A.S. Moral and Ethical Aspects of Shock Advertising: Expectations and Reality. Surgut State Pedagogical University Bulletin. 2022;(5 (80)):132-143. (In Russ.) https://doi.org/10.26105/SSPU.2022.80.5.011
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