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When activism may prove counterproductive: An exploratory study of anti-brand spoof advertising effects in the tobacco industry

Parguel, Béatrice; Lunardo, Renaud; Chebat, Jean-Charles (2010-11), When activism may prove counterproductive: An exploratory study of anti-brand spoof advertising effects in the tobacco industry, 1ère Journée Internationale du Marketing Santé, 2010-11, Lille, France

Type
Communication / Conférence
External document link
http://halshs.archives-ouvertes.fr/halshs-00636238
Date
2010-11
Conference title
1ère Journée Internationale du Marketing Santé
Conference date
2010-11
Conference city
Lille
Conference country
France
Pages
23 p.
Metadata
Show full item record
Author(s)
Parguel, Béatrice cc
Lunardo, Renaud
Chebat, Jean-Charles
Abstract (FR)
Première étape d'une recherche portant sur les effets de la publicité parodique anti-tabac sur le consommateur, cet article propose une étude exploratoire d'inspiration netnographique des commentaires laissés sur YouTube par des internautes fraichement exposés à une publicité parodique anti-tabac. Les résultats montrent que la publicité parodique anti-tabac suscite plus d'émotions positives que d'émotions négatives, notamment chez les non-fumeurs, et que les individus y réagissent suivant la source à laquelle ils l'attribuent (i.e., un activiste, l'industrie du tabac ou le gouvernement). La discussion des résultats conduit à anticiper que la publicité parodique anti-tabac pourrait s'avérer contreproductive...
Abstract (EN)
First stage of research on the effects of anti-tobacco brand spoof ads on the consumer, this paper proposes an exploratory study of netnographic inspiration of the comments left on YouTube by individuals freshly exposed to anti-tobacco brand spoof ads. The results show that anti-tobacco brand spoof ads generate more positive emotions than negative emotions, particularly among non-smokers, and that individuals respond according to the source to which they attribute the ads (i.e., an activist, the tobacco industry or the government). The discussion of the results led to anticipate that anti-tobacco brand spoof ads could prove counterproductive...
Subjects / Keywords
publicité parodique; activisme anti - tabac; persuasion publicitaire; netnographie; spoof advertising; anti-tobacco activism; persuasion; netnography
JEL
I18 - Government Policy; Regulation; Public Health
M37 - Advertising

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