This advert by Lamisil uses disgust evoking imagery of a foot infection in order to persuade the audience to buy Lamasil. The presence of disgusting imagery in advertising has been successful in changing viewer’s attitudes, however the use of highly disgusting images in this advert is more likely to decrease the value of and memorability for this product. Lerner, Small and Loewenstein (2004) for instance have found that participants who had been experimentally induced to be emotionally disgusted placed lower value on products than those who were emotionally neutral. Whilst Leshner, Bolls and Wise (2011) found that high levels of disgust in advertising leads to reduced recall of the advert. In their study participants watched and then completed a recognition test on anti-tobacco adverts which were high or low in disgust-related images, and found that recognition of adverts decreased when highly disgusting images were present.
In light of the discussed research I believe that this advert would be more effective if the level of and time exposed to disgusting images was reduced and a greater focus on the positive outcomes of the treatment were made.
Leshner, G., Bolls, P., & Wise, K. (2011). Motivated processing of fear appeal and disgust images in televised anti-tobacco ads. Journal of Media Psychology: Theories, Methods, and Applications, 23(2), 77
Lerner, J. S., Small, D. A., & Loewenstein, G. (2004). Heart Strings and Purse Strings: Carryover Effects of Emotions on Economic Decisions. Psychological Science, 15(5), 337-341.