I learned several factors when I got the results back from my primary, which I found interesting and will help me when creating ideas for my extended advert. One of the most important things that I learned was what content the advert should have.
The majority of the 30 questionnaires that was given out, said that they preferred that content of child abuse to be left to the imagination rather than seeing it. This was confirmed by my one on one interview as well as the focus group, people said that not showing abusive content was far more effective and played on their emotions as they interpreted it in the own way, which could be worse than what can be shown on the television.I also found out that these shock tactics are very effective as a majority of people agreed that seeing shock tactics being used in child abuse adverts makes them want to donate to the charities more.
This was also confirmed from the secondary research that I concluded on the ASA website. This website told me that in 2008 after the charity, Barnardos used shock tactics in of their adverts that their amount of viewers on their website doubled form 103,000 to 200,000 from the previous year. Also an increase of 50% more people wanted to donate to Barnardos after the exposure of this advert.
