Commercial Day

Marketing 11 and 12

NEGATIVE ADVERTISING"

"Negative Advertising"

Sometimes called attack ads have become the staple of political campaigns. Now negative advertising is gaining in popularity throughout the ad business. But do negative ads work? This week, Terry O'Reilly explores the attraction- and danger- of ads that take shots at rivals. He shows how some great campaigns are negative without seeming negative. And he'll recall some notable negative campaigns that backfired. Go to the following link and listen to the podcast, but before you do, watch the video's below as Terry O'Reilly talks about these ads in the podcast. You may use headphones of course. Once you've watched the videos and listened to the podcast, answer the questions below.


Same war, different campaign. Terry explains why this ad featuring MC Hammer was banned in Japan and what Pepsi had to change in the spot to have it air in the U.K.



1. What do you think of negative advertising?

2. Does negative advertising work? why or why not. use examples.

3. What is a potential danger of negative advertising.

4. Find at least one other example of negative advertising, it could be a link to a commercial or website.