A three-item scale measuring a consumer's perception of the degree of violence, hostility, and disturbance conveyed by an advertisement. Items use single-word descriptors capturing the hostile, disturbing, and violent dimensions of ad content perception. Developed to assess consumer responses to advertisements depicting violence against women, the scale quantifies the perceived intensity of violent and aggressive content in advertising stimuli.
Capella, Michael L., Ronald P. Hill, Justine M. Rapp, and Jeremy Kees (2010). The impact of violence against women in advertisements. Journal of Advertising, 39(4), 37–51.
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