SHOCK ADVERTISING

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Vishal Kumar Roll no. 54

What is shock advertisement?

Shock advertising or Shockvertising is a type of advertising generally regarded as one that deliberately, rather than inadvertently, startles and offends its audience by violating norms for social values and personal ideals.

pioneered by Benetton, the Italian clothing retailers which created the line United Colors of Benetton (UCB), and its advertisements in the late 1980s.

1.priest and a nun kissing; 2.a black woman breast-feeding a white baby; 3.death row inmates' thoughts etc.

Nature & function..

Controversial Disturbing explicit and crass entail bold and provocative political messages challenge the publics conventional understanding of the social order

How are they shocking/offensive

violation of social, religious, and political disregard for tradition disregard for law or practice defiance of the social or moral code (e.g., vulgarity, brutality, nudity, faeces, or profanity)

display of images or words that are horrifying, terrifying, or repulsive

products themselves are "unmentionables may also entail improper or indecent language e.g. French Connection's fcuk campaign.

The effects of shock advertising

evokes stronger feelings among the consumers One finding suggests: shocking content in an advertisement significantly

increases attention, benefits memory, and positively influences behaviour.

It follows Theory of selective perception: Select organize evaluate

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 Bikers at risk-Think chhattisgarh-martyr-india-2008

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 or videos.

Your child is following you.flv Petas ad

Shock Ads in Commercial Advertising

Miller Lite Benetton Virgin Airways Volkswagon Shock may be combined with humor, sex, guilt.

Walking a thin line

A shock ad that is too shocking may backfire A shock ad that isnt 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?

Tom Ford for Men & PETA are example of companies which always use shock advertisement.

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?

Shock reactance

Has PETA gone too far?

Guiliani Got prostate cancer? Unhappy mothers day for pigs. The PSP ad below, shown in Holland, sparked controversy.

Now its for you to think

Shock advertisement:

Good/bad? Healthy/sic k? Ethical/une thical?

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