Posted: July 7th, 2015

Impact of gender differences on attitudes towards anti-domestic violence shockvertising in UK


Impact of gender differences on attitudes towards anti-domestic violence shockvertising in UK




Chapter 1 (Around 800/1000 words)



please include:

– Domestic abuse definition (see also government definition)

– Domestic abuse in uk ( please add government data and trusted percentages/statistics) (both women and male abuse)

-Domestic abuse shockvertising (include a paragraph mentioning the ASA advertising standards authority and saying that uk is highly regulated etc)

-Importance of the study (make sure the research gap is clear and well explained.( For example: “studies till now have focused on establishing the effectiveness of domestic abuse advertising but there are no studies about different genders reactions to schoking domestic abuse campaigns etc”)


-Research problem definition (it must derive from the background): a clear statement . ex to investigate gender response to different shocking anti-domestic abuse print advertisements.


-Research objectives (4/5)


For example:

– To examine the role that gender plays in audience’s response to shocking advertisements


  • to outline recommendations in order to guide advertisers in the design of future campaigns


please define the target specifically (age –over 18 for ethical reasons-, origin etc)



Chapter 2

Literature Review (around 3500/4000):


– Shockvertising (please include Dahl Model. See paper “Does it pay to shock? This paper is very useful for definitions, appeals etc. and mention that shockvertising is often used by the non profit sector etc…)

– Domestic abuse campaigns in uk (both women and men)

– Shockvertising in domestic abuse campaigns in uk

– Gender differences in gender-role perceptions

– Gender Response to shockvertsing /provocative advertising


Please read these comments:


I highlighted “both women and men” because I don’t know if including male abuse campaigns too. Is it enough or should we include child maltreatment too?


My research is a qualitative research based on grounded theory.

15 deep interviews

5/6 different print ads showed to the participants(do u think I can include online ads or in that case I should add sections about online shock advetising etc.?)


I have to choose ads with different shock appeals, for ex. violence, sense of guilt, fear, disgust etc (these appeals must be supported by the literature)

Please add an appendix with the 5 print uk ads described.

They must be new UK adds (2/3years ago). Do you think is it a good idea to add a verbal add or a non-shocking ad? I included also some ads to give u an idea but I didn’t check the source and the year.





The dissertation samples I included can be useful for the structure and for the sources on shockvertising and domestic abuse.

Please included sources (as recent as possible) from trusted journal papers and WARC.



Im including some extra sources you may use (the first two are very useful)

(Please reference the sources like this):



DAHL D.W. et al. 2003. Does it pay to shock? Reactions to shocking and nonshocking advertising content among university students. Journal of Advertising Research. 43(3). pp. 268–281




PARRY S. et al. 2013. “Schockvertising”: an exploratory investigation into attitudinal variations and emotional reactions to shock advertising. Journal of Consumer Behaviour. 12. pp. 112-121




DONOVAN R.J. and HENLEY N. 1997. Negative Outcomes, Threats and Threat Appeals: Towards a Conceptual Framework for the Study of Fear and Other Emotions in Social Marketing Communications. Social Marketing Quarterly. 4(1), pp. 56-67.



BANYTE J. et al. 2014. Features of shocking advertising impact on Consumers in Commercial and Social Context. Journal of Innovative Marketing. 20(2).



GLASER B. and STRAUSS A. 1967. The discovery of Grounded Theory: Strategies for Qualitative Research. Chicago: Aldine.



HASTINGS G. et al. 2004. Fear appeals in social marketing: strategic and ethical reasons for concern. Psychology and Marketing. 21(11). pp. 961-986.


JAVED M.B. and ZEB H. 2011. Good shock or bad shock: what impact shock advertisements are creating on the mind of viewers. Annual Conference on Innovations in Business and Management. 2011. London. London: The Center for Innovations and Business and Management Practice.


LEVENTHAL H. 1970. Findings and theory in the study of fear communications. Advances in experi- mental social psychology. 5. pp. 119-186. New York: Academic Press.


MUKHERJEE A. and DUBE L. 2012. Mixing emotions: the use of humor in fear advertising. Journal of Consumer Behavior. 11. pp. 147-161.



WITTE, K. 1992. Putting the fear back into fear appeals: The extended parallel process model. Communication Monographs. 59. pp. 329-349.


Please contact me for any doubts

Expert paper writers are just a few clicks away

Place an order in 3 easy steps. Takes less than 5 mins.

Calculate the price of your order

You will get a personal manager and a discount.
We'll send you the first draft for approval by at
Total price:
Live Chat+1-631-333-0101EmailWhatsApp