Łukasz Wojciechowski

NECROMARKETING IN THE MEDIA AND MARKETING COMMUNICATIONS

Introduction

Necromarketing in the media and marketing communications. Understand necromarketing: the use of death and tragedy in media and marketing communications. Explore explicit (direct) and implicit (indirect) approaches to this attention-grabbing strategy.

Abstract

Death is an inseparable part of life. This paradoxical statement expresses the inevitability that each individual will encounter death. The demise of human existence is often stereotyped in media, and used in a variety of commercial purposes as away of drawing attention. When death and tragedy are used in marketing communication, it is called necromarketing. There are two approaches to the tool of necromarketing: explicit and implicit. Explicit necromarketing displays catastrophes, misfortunes and deaths in their direct form, while implicit necromarketing indirectly presents of the death.

Review

The article "NECROMARKETING IN THE MEDIA AND MARKETING COMMUNICATIONS" introduces a highly relevant and intriguing concept for contemporary marketing and media studies. The abstract effectively sets the stage by highlighting the pervasive, yet often unexamined, role of death and tragedy in commercial communication. The proposed term "necromarketing" offers a timely conceptualization of this phenomenon, providing a much-needed framework for scholarly discourse on a topic that undeniably resonates with public consciousness and media practices. A significant strength evident from the abstract is the clear and concise definition of necromarketing as the use of death and tragedy in marketing communication. Furthermore, the distinction between explicit and implicit necromarketing offers a valuable analytical tool. This classification—where explicit refers to direct displays of catastrophe and death, and implicit to more indirect presentations—provides a robust foundation for categorizing and understanding various manifestations of this marketing approach within media contexts. This conceptual clarity is commendable and promises a structured approach to a complex topic. While the abstract successfully introduces the core concept and its initial categorization, it leaves the reviewer eager for the full paper's deeper exploration. To maximize its impact, the complete work should ideally delve into the ethical implications of necromarketing, its effectiveness across different cultural contexts, and the psychological impact on consumers. Additionally, an examination of specific case studies or a discussion of the theoretical underpinnings that lead to the "drawing attention" effect would greatly enhance the paper's contribution. Overall, the abstract presents a compelling new concept that holds significant potential for further research and critical analysis within the fields of marketing and communication.

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