Marlize Terblanche-Smit

Good idea, bad idea: A study of young adults’ opinions on anti-drunken driving campaigns

Abstract Social marketing campaigns intend to persuade specific target groups to accept, modify, or abandon certain attitudes and behaviour, in order to protect society. The negative consequences of alcohol abuse in South Africa have led various associations to run social marketing campaigns, including ArriveAlive, DriveAlive, ARA (Industry Association for Responsible Alcohol Use), and programmes by the Ministry of Transport. Fear appeals are widely used in these campaigns and the purpose of this study is to investigate the role of fear appeals on behavioural intent. A qualitative pilot study was done by conducting an in-depth focus group with students from a university in South Africa. Respondents were exposed to and discussed nine fear appeal television advertisements (three low, three medium and three with a high level of fear appeal), to gauge the impact of the level of fear appeal. Qualitative content analysis revealed several themes on the execution of television advertisements thought by the young adults to have an impact on their age group: realism, visuals and sound, shock, language and attention. Low fear appeal advertisements were criticised by respondents as having no impact. Differences in personal relevance influenced respondents at medium and high level. Based on the results, a quantitative study was conducted.

Innovations in Social Marketing and Public Health Communication: Improving the Quality of Life for Individuals and Communities

HIV/Aids pandemic is a major concern worldwide, and in South Africa some marketing communication campaigns do not seem to be producing the expected results, especially to persuade Generation Y to alter their sexual behavior. This research investigates whether the use of fear increases the likelihood of adopting appropriate behavior. The roles of fear, attitude and behavioral intent are examined to ascertain the influence of fear appeal levels. Recommendations are given to improve the communication of HIV/Aids advertising to Generation Y.

Advertising Execution Styles Matter - A Fear-Based Experiment on Attitude, Susceptibility, Efficacy and Behaviour

This study investigates whether different fear based advertising execution styles will result in significantly different levels of fear, attitude, susceptibility, efficacy and behavioural intent. A sample of 450 respondents participated in an experimental study. Three fear based execution styles, namely: slice-of-life, factual and testimonial, were tested by means of a post-test self administered questionnaire. The findings support the notion that the continuation of mass market communication strategies will prove to be ineffective to alter behaviour. More importantly this study provides evidence that different execution styles within advertisements will result in different levels of fear, attitude, susceptibility, efficacy and behavioural intent. Adding to this, there is support that certain execution styles may be better suited to different groups in terms of evoking protective behaviour.

The Impact of Personality Differences on Efficacy, Attitude and Behavioural Intention in HIV/AIDS Fear Appeal Advertising

Social advertising campaigns address anti-social behavior and pandemics, like HIV/AIDS, with the intention to bring about social change. The effectiveness of advertising is strongly influenced by its ability to target a specific, preferably homogeneous, target market. Advertising in South Africa is often targeted at a heterogeneous audience with a standardized message. The HIV/AIDS pandemic in South Africa is a major concern, especially amongst adolescents, and the main advertising campaign LoveLife does not seem to be producing the desired results.

Racial Perceptions in Social Marketing: The Function of Fear and Efficacy in HIV/Aids Communication

Advertising is normally targeted at a homogeneous target market. In countries where the population is characterized by a wide variety of different racial groups, advertising is however often targeted at a fairly heterogeneous audience. This study investigates whether different racial groups perceive fear appeals pertaining to HIV/Aids communication differently. The role of fear and efficacy are examined to ascertain the influence of different levels of fear appeals. The findings of this paper indicate differences among racial groups pertaining to levels of fear and efficacy experienced after exposure to high fear appeals compared to other appeals.