SHOCK ADVERTISING. Emergence of shock advertising Media clutter: consumers are bombarded with 3,000 messages per day Shock ads seek to stand out against.

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Presentation transcript:

SHOCK ADVERTISING

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 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.aviAntiSmokingPSA.avi –CartoonBoy.aviCartoonBoy.avi

Shock Ads in Commercial Advertising Miller Lite Benetton:

Shock ads in advertising Mocking animal cruelty to increase name recognition Volkswagon: safe happens Shock is often combined with humor, sex OutpostComShockAd. aviOutpostComShockAd. avi Virgin Elderly Sex Romp.wmvVirgin Elderly Sex Romp.wmv smartbeep00.so.mov subway-husband.mov

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.jpgC:\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?

Has PETA gone too far? –Guiliani “Got prostate cancer?” –“Unhappy mother’s day for pigs.” –The PSP ad below, shown in Holland, sparked controversy.