The document discusses provocative advertising and when it is effective versus ineffective. It provides an example of an ineffective provocative watch ad showing a person on fire with the caption "Why kill time when you can kill yourself?". The document explains that provocation is only effective when it draws attention to a relevant selling point, such as an ad by Samaritans addressing suicide prevention. However, provocation can overwhelm the intended message or create negative brand associations if not carefully executed. The document concludes by encouraging the reader to apply these lessons through a small real-world project within one week.

1. Provoking the target audience Adapted from AdPrin.com

2. A violation: Ad for watches A print ad shows a person who has doused himself with gasoline and then set himself on fire with the caption, “Why kill time when you can kill yourself?” Effective? See the next slide for the answer. Adapted from AdPrin.com 2

3. No, the provocation is not related to a selling point (Persuasive Advertising p 97) When to provoke Provoke customers only when it attracts attention to a selling point (Principle 3.6.1.) Furthermore, the selling point should relate to solving the problem, as in the Samaritans’ ad: “Why you should think more seriously about killing yourself.” On the negative side, provocation can Overwhelm the message Lead to negative associations with the brand (Persuasive Advertising p 96-7)

4. Based on this exercise, write a small application step for yourself, and set a deadline, preferably within one week. If you are working with someone else, share your application plan and the results of your application. Adapted from AdPrin.com