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Necromarketing as Advertising Strategy in American Television

Ph.D. Amiee J. Shelton
  • APR, Associate Professor, Roger Williams University Rhode Island USA
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Published Online: 2016-08-04 | DOI: https://doi.org/10.1515/sc-2016-0007

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 more heavily used during primetime. His study forms the base for future studies investigating the impact death has on purchase intentions.

Keywords: Necromarketing; Television; Marketing; Advertising; Death in Marketing; Promotion; Marketing Communication

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About the article

Published Online: 2016-08-04

Published in Print: 2016-07-01


Citation Information: Social Communication, ISSN (Online) 2299-5382, DOI: https://doi.org/10.1515/sc-2016-0007.

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© 2016. This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License. BY-NC-ND 4.0

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