LGBTQ
- Targets & Segments
- Article
How the Deliberate Use of Slurs Impacts Prosocial Advertising
When a slur is used, people hear it. Usually, it is either morally wrong or used in a negative way. However, certain nonprofit organizations have turned these words into tools to grab attention in provocative prosocial advertising campaigns. This study examines how such sexist and homophobic slurs can influence consumer engagement and cognitive elaboration. The findings suggest that advertisements containing offensive language can increase the perceived importance of the issue and motivate individuals to seek help or register for training sessions. However, the effectiveness of such advertisements depends on the audience's prior exposure to sexism or homophobia and their perception of the issue's importance.
The study also highlights the potential risks and benefits of using offensive language in social marketing. While offensive advertisements can capture attention and provoke thought, they may also alienate certain audiences. Social marketers should carefully consider their target audience and the context in which offensive language is used to maximize the positive impact of their campaigns.
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- Past Event Highlights
- Article
OTT 2024: Today's Dynamic Media Landscape -- What's Next?
Attendees joined us on October 23 for our annual OTT conference, offering the latest research on shifts in the TV and video landscape, viewer behavior, and cross-platform measurement. Industry experts discussed trends in viewing habits, advertising innovations, and predictions for 2025. Attendees also had the opportunity to participate in discussions and network with industry peers over breakfast, lunch, and the cocktail reception.
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