McStay, Andrew (2007) Regulating the suicide bomber: a critical examination of viral advertising and simulations of self-broadcasting. Ethical Space: The International Journal of Communication Ethics, 4 (1/2). pp. 40-48. ISSN 1742-0105

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Abstract

This paper investigates opportunistic use of loopholes in current UK advertising regulations to target young opinion formers with divergent online viral advertising. In describing viral advertising and its propensity to target affluent social networks it further inquires into ethically dubious advertising strategies that brands increasingly disown,although potentially continuing to fund and pay for. In discussion of viral advertising tactics, this paper elucidates divergent strategies of creativity employed by agencies.Highlighting the lineage from shock advertising to viral advertising, it contextualizes this within romanticist notions of genius and the artist as maverick. It further highlights visceral and grotesque tendencies within viral advertising, contextualizing these within post-modern theorization of ‘rewind and replay’ culture, and consumption of viral advertising as an aid to fashioning online identities within online peer groups.

Item Type:	Article
Keywords:	Creativity, divergence, viral advertising, shock, ASA, regulation, consumer society
Subjects:	Social sciences > Communication and culture
Depositing User:	Rod Pow
Date Deposited:	17 Apr 2012 09:10
Last Modified:	06 Feb 2024 15:40
URI:	https://repository.uwl.ac.uk/id/eprint/300

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