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    STUDIA EPHEMERIDES - Issue no. 1 / 2007  
         
  Article:   SHOCK ADS: APPEAL TO NEGATIVE EMOTIONS - FROM THE SOCIAL CAMPAIGN TO COMMERCIAL ADVERTISING.

Authors:  MIHAI DEAC. 		 
       
         
  Abstract:  In this article, the use of negative emotions in advertising is analysed by bringing to the attention of the reader some relevant examples of how this instrument has been used in Romania as well as abroad. Possible effects on the viewer are debated, and we begin to see how negative emotions, which are uncharacteristic of conventional advertising, are beginning to find their way onto the screen, as part of awareness campaigns at first, but, in time, also as part of commercial ads that try to sell a product.  
         
     
         
         
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