Abstract:

This paper aims to assess the effectiveness of a health care shock advertisement with humor appeals. A sample of 100 first year university students was selected, as they have the characteristics of Generation Y. Findings revealed that the vast majority of respondents placed the health care shock advertisement in the moral offensiveness category, followed by indecency and sexual references. Moreover, the vast majority of respondents considered the advertisement not interesting, some of them considered it funny, sad, humorous and even disgusting. There were no gender differences detected when a comparison was conducted in terms of delivered answers.