publication . Article . 2016

Necromarketing as Advertising Strategy in American Television

Shelton Amiee J.;
Open Access English
  • Published: 01 Jul 2016 Journal: Social Communication (issn: 2299-5382, Copyright policy)
  • Publisher: Sciendo
Abstract
Significant research has been conducted regarding fear appeals, but little empirical evidence concerning death appeals is found. This study determined to what extent necromarketing exists in advertisements in American television. Through a content analysis of 1012 American television advertisements, this study found what product categories employ this marketing strategy and which consumer groups were targeted. Findings show that implicit necromarketing is a more commonly used marketing tactic than explicit necromarketing; the industries of entertainment promotions and insurance use necromarketing appeals more often than others, and necromarketing appeals were mo...
Subjects
acm: ComputingMilieux_MISCELLANEOUS
free text keywords: Marketing, Death in Marketing, Necromarketing, Television, P87-96, Communication. Mass media, Marketing Communication, Advertising, Promotion
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