1. Provoking the target audience View as slide show 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? Click for the answer. No, the provocation is not related to a selling point (Persuasive Advertising p 97) Adapted from AdPrin.com2

3. 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