Good Causes Hurt by Bad Ads
The use of negative emotions in campaign advertisements may not have a positive impact. Negative emotions cannot create the same impact on behavioral intentions as positive emotions. However, these can still act as motivators for perusing change. Thus, if an advertisement only provokes a subtle negative emotion, it may be a vehicle for change. It may be easier to look at the advertisement’s ‘intended’ message and see some good as a result.
One such advertisement is the one with the image of a toddler. It is on the top left side of the four teen parent advertisements. It has a subtle negative message. However, it can also provoke teen parents into thinking about the financial aspects related to parenting. It can be an inspiration for earning a better income. Thus, the intended message may become visible in the process.
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