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1

Necromarketing in the media and marketing communications

100%

Wojciechowski Ł., Babjaková V.

Social Communication. Online Journal

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2015

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issue 2(12)

15-29

EN

Death is an inseparable part of life. This paradoxical statement expresses the inevitability that each individual will encounter death. The demise of human existence is often stereotyped in media, and used in a variety of commercial purposes as away of drawing attention. When death and tragedy are used in marketing communication, it is called necromarketing. There are two approaches to the tool of necromarketing: explicit and implicit. Explicit necromarketing displays catastrophes, misfortunes and deaths in their direct form, while implicit necromarketing indirectly presents of the death.

2

Necromarketing as Advertising Strategy in American Television

86%

Shelton A.

Social Communication. Online Journal

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2016

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issue 1(13)

70-85

EN

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.

3

Necromarketing as Advertising Strategy in American Television

58%

Shelton A. J., Wojciechowski Ł. P.

Annales Universitatis Paedagogicae Cracoviensis. Studia de Cultura

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2020

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vol. 12

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issue 2

18-34

PL

Dzięki analizie treści 1012 amerykańskich reklam telewizyjnych ustaliliśmy formy, treść i funkcjonowanie nekromarketingu w amerykańskiej reklamie telewizyjnej. Ustalenia pokazują, że niejawny nekromarketing jest częściej stosowaną taktyką marketingową niż jawny nekromarketing w medium. W szczególności branże ubezpieczeń i rozrywki przed programami czy wiadomościami częściej korzystają z odwołań do nekromarketingu w telewizji w prime timie niż inne branże w ciągu dnia.

EN

Thanks to the analysis of 1012 American TV commercials, we determined the form, contents and functioning of necromarketing in American TV advertising. Our conclusions demonstrate that implicit necromarketing is a more frequently used strategy than explicit necromarketing. In particular, insurance and entertainment sectors, before programmes or news, more often resort to necromarketing on TV in prime-time than other branches during the day.

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2 Social Communication. Online Journal

1 Annales Universitatis Paedagogicae Cracoviensis. Studia de Cultura

1 Babjaková V.

1 Shelton A.

1 Shelton A. J.

1 Wojciechowski Ł.

1 Wojciechowski Ł. P.

1 2020

1 2016

1 2015

Necromarketing in the media and marketing communications

Necromarketing as Advertising Strategy in American Television

Necromarketing as Advertising Strategy in American Television