Hey Fatso! Do Ads that Mock Customers Really Work?

A recent ad for Moonleaf, a Taiwanese milk tea brand, shamelessly put down viewers. Its message: “You’re already fat. You won’t get any fatter with another cup.” Another ad by UCC, a Japanese instant coffee brand, scorned: “Feel dog-tired? Nah, dogs are not as tired as you.” How do campaigns that mock customers and potential customers—an emerging form of advertising happening mostly in Asia—succeed? Get the backstory on the Journal’s inaugural podcast, featuring Eddie Luo and Ben Lowe, both at University of Kent, two of the authors of work it published on this phenomenon. This and upcoming episodes in JAR’s podcast series, led by Editor-in-Chief Colin Campbell, takes us backstage with JAR authors as we get an inside look into their work, what drove it, and what’s next in their field.

Read the article: https://www.journalofadvertisingresearch.com/content/63/2/160

The Advertisement Puts Me Down, but I Like It: Examining an Emerging Type of Audience-Targeted Negative Advertisement

By Hongjie Sun (Hainan University), Yong (Eddie) Luo (University of Kent), Feifei Liu (Shandong Vocational University of Foreign Affairs) and Ben Lowe, (University of Kent)

To keep up to date on the latest JAR news sign up for our newsletter: 
https://lp.constantcontactpages.com/su/mtD04QN

And follow us on LinkedIn: 
https://www.linkedin.com/company/82528291/admin/