Exploring the Underlying Dimensions of Violence in Print Advertisements

Abstract

Widespread use of violent images in advertising and the potential for costly negative consequences with their misuse creates a demand to understand how consumers respond to violent advertising. Multidimensional scaling and cluster analysis of pile sort data revealed the underlying dimensions of how consumers make distinctions between violent advertisements. Analysis uncovered that consumers differentiate between ads portraying the victim's point of view versus the perpetrator's and when the ads show less-deserving or more-deserving victims. Recognition and development of these dimensions may help clarify previously ambiguous results and lead to a more complete and nuanced understanding of advertising violence.