SHOCK ADVERTISING
Dec 21, 2015
Emergence of shock advertising
• Media clutter: consumers are bombarded with 3,000 messages per day
• Shock ads seek to stand out against the background of media clutter
• Shock ads attempt to exploit a norm violation
• DaisyAd1964.mpeg• brainondrugs.avi
Why use shock?
• the whole point is to be disturbing, offensive, crass, tasteless, edgy– capture attention by
braking through media clutter
– increase awareness, recognition
– generate media buzz through social controversy
– promote memory, retention of an issue
Shock ads as viral marketing
• One goal of “shockvertising” is to grab attention and increase awareness
• An effective shock ad will generate its own publicity by generating “buzz”
Shocking Public Service Announcements (PSAs)
• Norm violation in the form of gory, disgusting images– Anti-smoking PSA– Child Abuse
Awareness PSA (Saatchi & Saatchi, 2002)
– AntiSmokingPSA.avi– CartoonBoy.avi
Shock Ads in Commercial Advertising
• Miller Lite
• Benetton
• Virgin Airways
• Volkswagon
• Shock may be combined with humor, sex, guilt, etc.
Walking a thin line
• A shock ad that is too shocking may backfire
• A shock ad that isn’t shocking enough may not break through media clutter
• Is it better to be seen and perceived as offensive, or not to be seen at all?
• C:\Documents and Settings\rgass\My Documents\My Pictures\Shock Ad Tom Ford for Men.jpg
Shock ads for social causes
• PETA uses sex appeals to attract attention for animal rights
• Is it okay to save animals by objectifying women as sex objects?