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The limitations of shockvertising outlined based on the effectiveness of the tactic

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dc.contributor.author Cilliers, Josephine
dc.date.accessioned 2018-06-21T09:04:56Z
dc.date.available 2018-06-21T09:04:56Z
dc.date.issued 2017
dc.identifier.uri http://hdl.handle.net/11622/253
dc.description.abstract In order to identify the line between effective and ineffective shock advertising this study will research the aspects which affect the effectiveness of shock advertising. Three aspects will be taken into consideration namely, level of shock, norm violation and memory recall in order to better understand the perceptions of shock advertising in Cape Town. The study will take on an interpretivist lens and will therefore be a predominantly a qualitative research. The sample group will consist of 110 respondents who will be separated by into two groups. 100 of the participants will be involved in an online survey whilst the remaining 10 will be involved in an ongoing in depth interview to properly analyse their memory recall, level of shock and norm violations in an attempt to identify the limitations of shock advertising. en_US
dc.language.iso en en_US
dc.publisher The IIE en_US
dc.subject Brand en_US
dc.subject Branding en_US
dc.subject Brand Image en_US
dc.subject Advertising en_US
dc.subject Shock Advertising en_US
dc.subject Semiotics en_US
dc.title The limitations of shockvertising outlined based on the effectiveness of the tactic en_US
dc.type Thesis en_US


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