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  1. 1 Studia Ekonomiczne

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  1. 1 Shelton A. J.

  2. 1 Wojciechowski Ł.

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  1. 1 2014

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Necromarketing in Advertising

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Wojciechowski Ł., Shelton A. J.
Studia Ekonomiczne
|
2014
|
vol. 205
91-97
EN
Fear appeals have long been used in marketing communication as a persuasive messaging that attempts to arouse fear in order to divert behaviour, and death is the ultimate form of fear for mankind. This paper explores the use of fear appeals specifically through an investigation into how death is used in advertising efforts. The authors introduce the term necromarketing and proposes dual routes of death marketing: explicit and implicit. This paper explains the term necromarketing and provides examples of necromarketing to support the dual rotes used in persuasion.
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