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 m/watch?v=ExjDzDsg bwwhttp:// m/watch?v=ExjDzDsg bww watch?v=nl5gBJGnaXshttp:// watch?v=nl5gBJGnaXs

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) – /watch?v=nNOb1A- 7Sh8http:// /watch?v=nNOb1A- 7Sh8 – /watch?v=snNZkpAgNw 4http:// /watch?v=snNZkpAgNw 4 – /watch?v=osc8vuronhghttp:// /watch?v=osc8vuronhg

Shock Ads in Commercial Advertising Benetton: watch?v=IjNUi6mVCsghttp:// watch?v=IjNUi6mVCsg watch?v=qjqpC-EqMMUhttp:// watch?v=qjqpC-EqMMU

Shock ads in advertising Mocking animal cruelty to increase name recognition Volkswagen: safe happens Shock is often combined with humor, sex ch?v=fzbMcsrK-twhttp:// ch?v=fzbMcsrK-tw ch?v=wtaXjzQQGE8http:// ch?v=wtaXjzQQGE8 ch?v=3CTaKBjd1wwhttp:// ch?v=3CTaKBjd1ww atch?v=3HFvgc9ahgchttps:// atch?v=3HFvgc9ahgc

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?

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?

Prankvertising Advertisers are trying to outdo each other to get your attention and go viral e.com/watch?v=yn vKWYvyCqwhttp:// e.com/watch?v=yn vKWYvyCqw e.com/watch?v=Q 5mHPo2yDG8http:// e.com/watch?v=Q 5mHPo2yDG8 e.com/watch?v=ah uutnPLl7Ehttps:// e.com/watch?v=ah uutnPLl7E