Citation

Cismaru M, Jensen G, Lavack AM. J. Advert. 2010; 39(4, Sp. Iss.): 69-82.

Copyright

(Copyright © 2010, Board of Directors, Journal of Advertising / American Academy of Advertising, Publisher M E Sharpe)

DOI

10.2753/JOA0091-3367390405

PMID

unavailable

Abstract

Up to one-third of intimate partner violence incidents involve witnesses. Bystanders play a significant role when it comes to reporting the incidents to authorities, but are often hesitant to get involved in domestic disputes. In this review paper, 12 advertising campaigns that encourage bystander intervention against intimate partner violence are evaluated in relation to Latane and Darley's (1970) model of the bystander decision-making process. The evaluation shows that these campaigns are sometimes contradictory or ambiguous, which may limit their effectiveness. Recommendations are provided.