The effect of provocation in the form of mild erotica on attitude to the ad and corporate image: Differences between cause-related and product-based advertising

Provocative advertising is characterized by a deliberate attempt to gain attention through shock. This research investigates the reactions of individuals to a provocative appeal for a cause as opposed to a provocative advertisement for a standard consumer product, using mild erotica as the element of provocative imagery. An experiment using 391 adult subjects was conducted, and two analyses were performed. The first examined the effect of stimulus type (mildly erotic/nonerotic) by product category (cause appeal/consumer product) on attitude to the ad. The second examined the effect of stimulus type (mildly erotic/nonerotic) by cause (AIDS [acquired immunodeficiency syndrome]/SIDS [sudden infant death syndrome]) on corporate image. Both analyses also included gender as a third independent variable. The results suggest that people prefer mildly erotic ads generally, that an organization using mild erotica in appeals for a cause will be viewed more favorably where the erotica is congruent with the cause, and that women may be more responsive to mild erotica in cause appeals than are men.

Television satire, decmocracy and the decay of public language: John Clarke's verbal caricature

This paper examines the contributions of John Clarke to the field of political satire through his interviews with straight-man Bryan Dawe on ABC TV’s The 7.30 Report. Clarke’s work represents one of the last vestiges of what was once a vigorous satiric tradition in TV comedy, specifically the practice of political caricature. There was The Mavis Bramston Show in the 1960s and The Naked Vicar Show in the 1970s, while The Gillies Report in the 1980s was probably the best example of sustained political caricature in television comedy. Even in later sketch-based shows such as Fast Forward and The Late Show in the early 1990s, political caricature was a significant component of the material, whereas it seems to have all but disappeared from current television comedy. The paper investigates the disappearance of this type of comedy from Australian television screens and also discusses why the longevity, consistency, not to mention accuracy, of Clarke’s satire is so important in the current political climate. Clarke’s political caricature is almost entirely language-based, expertly parodying the spin-doctored rhetoric of our elected representatives and business leaders. This leads to a secondary focus of the paper, which is a discussion of Clarke’s unique form of satire in the context of what an historian (and former satirist) identifies as ‘the decay of public language’.