In advertising, a double negative does not equal a positive

Justin W Gressel, Purdue University

Abstract

Instead of positioning a brand with a positive ad, some companies choose to use a double-negative ad. These ads are referred to as double negative because they attempt to position a brand by showing what the brand is not. These ads show negative imagery, often associated with product category stereotypes or hypothetical competitors, and then claim that the brand of interest is the opposite of that negative imagery. The questions of interest are whether viewers form the intended impressions of double negative ads and whether their impressions depend on how they were formed (incidentally or intentionally). This study examines the effectiveness of double negative ads relative to positive ads with respect to brand impressions, attitudes, and memory.

Degree

Ph.D.

Advisors

Oakley, Purdue University.

Subject Area

Marketing

COinS