From Shock to Spotlight: A Market Comparative Study on Filipino Gen Z Perceptions of Taboo and Shock Marketing in Film

Date

6-2026

Adviser

Oliver Ocampo

Principal

Buela, Mabel S.

Abstract

This study examined Filipino Generation Z perceptions of taboo and shock marketing in film, using Deadpool (2016) and Captain America: The Winter Soldier (2014) as comparative cases representing taboo and non-taboo marketing approaches, respectively. Based on the AIDA Model, Shock Advertising Theory, Hofstede's Cultural Dimensions Theory, and Generational Cohort Theory, the research investigated how provocative film marketing influences audience attention, memorability, and behavioral engagement among Senior High School students at the University of the Philippines Rural High School. Data were collected through a structured Likert-scale survey and analyzed using descriptive statistics, paired samples t-test, and Pearson correlation analysis. Findings suggest that respondents clearly distinguished between the taboo content of Deadpool and the conventional themes of Captain America: The Winter Soldier. Deadpool's marketing received significantly higher mean scores in attention, memorability, and engagement, with the paired samples t-test confirming a statistically significant difference (p = 0.019). Correlation analysis further established strong positive relationships between shock, retention, and action, suggesting that higher shock value in marketing corresponds to greater memorability and audience behavioral response. Additionally, respondents demonstrated cultural awareness in film consumption, recognizing how culturally specific themes enhance engagement and discussion. These findings indicated that Gen Z audiences are broadly receptive to taboo marketing strategies, though cultural sensitivity remains a critical consideration. Film marketers are encouraged to incorporate provocative elements responsibly, while producers should integrate culturally meaningful themes to maximize audience impact. Future research is recommended to expand sample diversity, explore streaming platforms, and employ qualitative methodologies for deeper insight into Gen Z media perceptions.

Language

English

Location

UP Rural High School

Document Type

Capstone

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