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The Advertisement Puts Me Down, But I Like It: Examining an Emerging Type Of Audience-Targeted Negative Advertisement

Sun, Hongjie, Luo, Yong (Eddie), Liu, Feifei, Lowe, Ben (2023) The Advertisement Puts Me Down, But I Like It: Examining an Emerging Type Of Audience-Targeted Negative Advertisement. Journal of Advertising Research, 63 (2). pp. 160-171. ISSN 0091-3367. E-ISSN 1557-7805. (doi:10.2501/JAR-2023-010) (Access to this publication is currently restricted. You may be able to access a copy if URLs are provided) (KAR id:100453)

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Advertisements often use positive appeals to please consumers. One exception: an emerging device that uses negative messages to target audiences: audience-targeted negative advertisements (ATNAs). Through in-depth interviews and two experiments, this research systematically explores audiences’ perceptions and feelings about ATNAs (Study 1); empirically distinguishes them from humorous advertisements and other negative advertisements (Study 2); and investigates when ATNAs are more likely to be effective for advertisers (Study 3). The results show that ATNAs have unique features that include negativity, uniqueness, humor, and realism, and emotional influences such as empathy. Findings include practical guidance for advertisers on degree of negativity and product type conditions in which ATNAs are most effective.

Item Type: Article
DOI/Identification number: 10.2501/JAR-2023-010
Uncontrolled keywords: Negative ads; Humorous ads; Ad effectiveness; Asia; Emerging consumption behavior
Subjects: H Social Sciences
H Social Sciences > HF Commerce
H Social Sciences > HF Commerce > HF5415 Marketing
Divisions: Divisions > Kent Business School - Division > Department of Marketing, Entrepreneurship and International Business
Funders: University of Kent (
Depositing User: Benjamin Lowe
Date Deposited: 13 Mar 2023 21:30 UTC
Last Modified: 20 Oct 2023 08:09 UTC
Resource URI: (The current URI for this page, for reference purposes)

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