Guilt-Based Advertising
04. Mar, 2010 
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Bad news. Certain ads designed to make a person “self conscious” concerning the effects of their bad habits can actually trigger defense mechanisms which render the ad useless or even dangerous. A recent study by Northwestern University found that alcohol abuse ads can actually encourage alcohol abusers to have a drink, for instance.
The findings imply the best tactic would be to redirect funds from stand-alone, guilt-based advertisements to ads placed in positive locations to offset the ad’s harsh edge. For example, an ad encouraging smokers to quit may be best placed during a slap-stick comedy hour or in late-night TV.
A second alternative tactic encourages abusers to avoid the situations which most often lead to the abusive behavior. A more subtle advertisement may be more persuasive after all!
