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- Title
Pipe Dreams.
- Authors
Martinez Acuna, Kathia T.; Brooks, Bradley W.; Cox, Steven M.
- Abstract
The article describes a case study involving Hyundai Motor Company and marketing firm Innocean Worldwide, whose video of Hyundai's Tucson iX35 promoting the automobile's 100% water emissions shows a man attempting suicide by inhaling its emissions and failing in his attempt. Due to the reactions to the promotion, Hyundai executives are at a loss on what to do. The article touches on suicide as a public health concern, dark humor in advertising, and the negative impact-outcome of the promotion.
- Subjects
AUTOMOBILE advertising; SUICIDE in mass media; HYUNDAI Motor Co. Ltd.; INNOCEAN Worldwide Inc.; HYUNDAI automobiles; MARKETING
- Publication
Journal of Case Studies, 2015, Vol 33, Issue 1, p136
- ISSN
2162-3171
- Publication type
Case Study