Aggression in Advertising

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Abstract
Advertising is a common and effective approach that organizations use to entice buyers into
making purchases. To capture the attention of a target audience, advertisers use a wide range of
methods, including aggression. While some of these strategies are effective, it is worth noting
that they have far-reaching effects on consumers and advertisers. For example, some
manufacturers use advergames to enhance their brand image in the market and win more
customers. Nonetheless, these games are likely to have negative and positive effects. For
example, companies realize increased sales as violence escalates in the society. This analysis
focuses on aggression in advertising, including the effects it has on customers in relation to
violent behavior. Importantly, it elucidates the influence of aggression on consumers and
marketers, including modern trends and future approaches in the world of adverting. Moreover, it
explains how manufacturing and advertisers are turning to advertising games to lure consumer
into making a buying decision.

Aggression on Advertising

Introduction

The main purpose of advertising is to win more customers and increase the sales of a product by
enticing buyers. As a result, most advertisers use aggression to win more customers and sensitize
the market on new products and brands. While this is becoming the trend in business, aggression
in adverts has a range of effects on consumers and advertisers. In particular, aggression uses
advergames to reach and win its target audience in the market and enhance brand image. For the
brand, these games are effective in attracting customers as they propagate violence in the society.
Additionally, aggression in advertising arises when the advertiser uses violent messages to
convey their message. This may have dire consequences on customers as some may develop the
desire to try out some of the actions in the advert (Leonard & Ashley, 2012). Throughout this
paper, the researcher focuses on the impact of aggression in advertising, customers response,
and the general view of aggression on ads.

Trends on aggression on advertising

Leonard and Ashley (2012) agree that customers have the ability to detect aggression in adverts,
regardless of its degree. Thus, customers are able to differentiate between violent and nonviolent
ads, promoting different brands in the market. To achieve this, customers compare the
viewpoints of the perpetrator and the victim in the advert. This ability of consumers to detect
various levels of violence in an advert is essential in understanding the ultimate impact of
aggression in advertising.
The use of violent images in adverts is a common strategy in advertising. With this violence, the
advertiser is always keen on drawing the attention of viewers. According to Pelsmacker & Bergh
(1996), such images shock customers, making them pay attention. In some cases, advertisers
choose violent images with the view of inducing humor into the ad, attract more viewers, and
improve the brand image in the market Potter & Warren, 1998; Creamer & Parekh, 2008).
Blackford, Gentry, Harrison, and Carlson (2012), assert that violence is a common ingredient in
commercial advert, with most brand advertisers coupling it with humor. This is a common
feature in popular adverts, even though most viewers do not understand the intention of the
manufacturer. Blackford et al. (2012) allude to an advert in which a bowling ball lands on a
mans head in promoting a particular soft drink. In another instance, a boss throws his colleague
out of the window for suggesting a ban on a certain beer during meetings to tame skyrocketing
expenses.
Blackford et al., (2012) cite a case where employees break into a snack machine, with a snow
globe, looking for a particular snack to the extent of harming the supervisor. These are examples
of how the advertisers use violence and humor to win customers attention through the media.
Besides this form of violence, advertisers also use advergames. These games play a major role in
promoting a given brand in the market. For instance, in Battle for Everything of Coke Zero 2012,
players attack aliens to save the earth from the exotic population. They use different assorted
weapons and airstrikes to defend the earth. In the game, players are free to unlock game
materials and advance their artillery by sourcing security codes from Coke products. The game
has a lot of fun and humor, which is likely to entice the attitude of customers towards the brand.

Lee & Youn (2008) contends that product manufacturers always design advert games to promote
products in order to establish relationships between customers, the game and the product. This
works well as customers develop a positive attitude towards the brand featured in the game
(Waiguny, Nelson & Marko, 2013).
Aggression in advertising further portrays women stereotypically in a range of products, without
respect their rights. Such adverts infringe the rights of women in every way (Capella, Hill, Rapp
& Kees, 2012). In most cases, magazines carry appealing ads, which are sexually oriented,
making them visible as they are always spread widely (Soley & Kurzbard, 1986). Without such
distinction, it would be difficult for different readers to identify consumer magazines (LaTour &
Henthrone, 1994). Many readers select magazines for general reading only to meet provocatively
dressed women promoting various products.
The use of explicit sexual content in advertising has become common thing in modern day and
age (Capella et al., 2012). According to Cappella et al. (2012), (as alluded to in Lukas, 2009),
most advertisers promote sexual violence against women in leading media outlets. Researchers
conclude that advertising closely connects violence against women (Capella et al., 2012).

Effects of aggression in advertising

As mentioned earlier, violent advertising has far-reaching effects on customers and the advert
owner. For instance, excessive use of women stereotypically in ads has made the society
conclude that women are sex objects to satisfy the pleasures of men at anytime. According to
research, women are likely to be subordinate because of their depiction in adverts as sexual
objects meant to satisfy the appetite of men. This also leads to acceptance of violent behavior
directed on women, which may result into sexual abuse (Capella et al., 2012). In their 2012
survey, Capella and others argue that the use of aggression in adverts may have huge effects to
the advertiser because of the cost. He further claims, (as cited in Roehm & Brad, 2007), that
controversial adverts could harm the corporate image of the firm and the brands equity in the
market, as it may become the subject of ridicule on social media like FaceBook and YouTube.
Thus, the marketing department ought to ascertain the negative effects of aggression in adverts
before executing such promotional strategies.
Moreover, advertisers should seek to understand the reaction of consumers to different ads,
which depict various forms of violence. Capella et al. (2012) believes there is a lot of violence in
the society, which is largely attributed to aggression in ads, since consumers do not see this
media violence as an independent un-dimensional concept. Aggression in adverts also triggers
negative reaction from customers even though advertisers consider their methods effective in
luring the public into making a buying decision. For example, Mars Inc. ended airing a sneaker
ad, which depicted Mr. T machine-gunning snickers at a man with unsuitable feminine attributes.
This is because the company received complains, as it was perceived to propagate violence
against gay people. Even though there was public outcry, the firm initially thought that the advert
would be effective in stamping the image of their brand in the market (Creamer & Parekh, 2008).
The use of provocative images in print advertising equally has a wide range of negative effects to
the company and the brand. According to Whitelocks (2013), macho adverts can arouse deviant

behavior among young male adults. In a research carried out by Manitoba University on twentyseven print ads, about 56% of images in the magazine hyper-masculine, which encouraged
violent sexual behavior. The research further identifies young males as the most vulnerable
group of people, with low income. This is because most of young males are in the learning stages
of life, thus the media has strong impact on their gender-based behaviors, attitudes and beliefs.
Additionally, adverts with too much explicit sexual content may spark negative thoughts and
attitudes in elderly readers Whitelocks (2013).
Furthermore, according to research, most ads promote elements of hyper-masculinity, which
denotes violent, dangerous attitudes or toughness towards women. Hyper-masculinity is also
related to other deviant behaviors like dangerous driving, use of drugs and violence against
others in the society. Thus, high usage of hyper-masculinity in advertising could have negative
and far-reaching effects in the society Whitelocks (2013).

Conclusion
In summary, aggression in adverts remains a controversial debate in the world. While this is the
case, it is evident that violent ads largely contribute to deviant behavior in the society. They also
dent the corporate image of the advertising as such strategies may receive a backlash from the
public. In some cases, advertisers use provocative images of men and women, leading to mixed
reactions from the target market segment and the public. Violent adverts further affect the brand
and could send away potential customers instead of attracting. To guide advertising, there is need
for the government to have laws, which define the boundaries of aggression in ads to avoid
violation of other peoples rights.

References

Blackford, B. J., Gentry, J., Harrison, R. L., & Carlson, L. (2012). The prevalence and influence
of the combination of humor and violence in super bowl commercials. Journal of Advertising,
40(4), 123-133. Retrieved from http://search.proquest.com/docview/912510606?accountid=1611
Capella, M. L., Hill, R. P., Rapp, J. M., & Kees, J. (2012). The impact of violence against
women in advertisements. Journal of Advertising, 39(4), 37-51. Retrieved from
http://search.proquest.com/docview/860002471?accountid=1611
Leonard, H. A., & Ashley, C. (2012). Exploring the underlying dimensions of violence in print
advertisements. Journal of Advertising, 41(1), 77-90. Retrieved from
http://search.proquest.com/docview/963335168?accountid=1611
Waiguny, M. K. J., Nelson, M. R., & Marko, B. (2013). How advergame content influences
explicit and implicit brand attitudes: When violence spills over. Journal of Advertising, 42(2),
155-169. Retrieved from http://search.proquest.com/docview/1448810209?accountid=1611

Whitelocks, S. (2013, May 9). How sexist advertising causes men to adopt violent and sexually
aggressive behavior as they aspire to the macho ideal. Mail online. Retrieved form
http://www.dailymail.co.uk/femail/article-2322136/How-sexist-advertising-causes-men-adoptviolent-sexually-aggressive-behavior-aspire-macho-ideal.html
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