Söderlund, Magnus; Dahlén, Micael - In: European Journal of Marketing 44 (2010) 11/12, pp. 1811-1838
Purpose – This paper seeks to examine whether violence embedded in stories in ads can contribute to advertising … different levels of violence in an ad story. Findings – The main finding is that representations of real violence (as opposed to … staged violence) produced higher levels of excitement, attitude toward the story, attitude toward the ad, and attitude toward …