“Offensive language in prosocial advertising can increase engagement and cognitive elaboration, but it must be used with caution to avoid alienating the audience.”
The study investigates the deliberate use of sexist and homophobic slurs in prosocial advertising and their effects on consumer behavior. It finds that individuals who have been exposed to sexist or homophobic remarks are more likely to perceive the issue as important and show higher intentions to register for antisexist or antihomophobic training. The study also reveals that offensive advertisements can enhance cognitive elaboration, making participants think more deeply about the advertised issue.
The methodology involved four experimental studies and two field studies. These studies demonstrated that the presence of offensive slurs in social marketing advertisements can provoke shock reactions, leading to higher cognitive elaboration on the target topic. The effects are moderated by social norms and have spillover effects on the intention to change behavior and the perceived helpfulness of the advertisement.
However, the study warns that the use of offensive language in advertising is a double-edged sword. While it can capture attention and provoke thought, it may also offend and alienate certain audiences. The effectiveness of such advertisements depends on the audience’s prior exposure to the issue and their perception of its importance. Social marketers should carefully consider these factors when designing campaigns that use offensive language.
The authors conclude that offensive language can be a powerful tool in social marketing, but it must be used judiciously. They recommend targeting audiences who are already aware of the issue and consider it important, as they are more likely to respond positively to offensive advertisements. Additionally, increasing awareness of the issue before launching campaigns containing offensive slurs can help mitigate potential negative reactions. The study acknowledges limitations such as the potential for varying interpretations of offensive language across different cultures and the need for further research to explore long-term effects.
Read the full study: Shockingly Offensive: The Deliberate Use of Slurs in Prosocial Advertising.