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Special Report on

Shockvertising and Shock Marketing

shockvertising and shock marketing special research report Photo by
What’s Shockvertising? Advertising that borders on porn. Yes, you can blame the credit crunch. If consumers won’t be lured be grace and beauty, well let’s give them smut and see if that works. And it could work. Just look at the success of American Apparel. The clothes aren’t much different from what you’d find at Primark, Wal-Mart or Uniqlo (although they’re made in the U.S.) but the ads featuring scantily clad teens and notable public figures like Woody Allen have attracted the attention of consumers. Allen himself is none too pleased to be a billboard for the brand. He’s launched a ...
generally regarded as one that “deliberately, rather than inadvertently, startles and offends its audience by violating norms for social values and personal ideals.” It is the employment in advertising or public relations of "graphic imagery and blunt slogans to highlight" a public policy issue, goods, or services. Shock advertising is designed principally to break through the advertising “clutter” to capture attention and create buzz , and also to attract an audience to a certain brand or bring awareness to a certain public service issue, health issue, or cause (e.g., urging drivers to use their seatbelts, promoting ...
Shockvertising: Does it work? «
Shock advertising or “shockvertising” is the use of fightening, offensive, taboo, and emotion-provoking words, images or concepts to sell a product or an idea. They are meant to nail the consumers’ scanning mode and wandering attention— the initial shock invariably burns the accompanying brand name into the viewer’s memory. If not done properly though, objectionable ads may elicit such negative emotions (i.e. fear, anger or disgust) that the buyer ends up avoiding the product or the company entirely. Clothing giant Benetton is an example of a company that has used shockvertising to its fullest. It uses institutions that ... market research, surveys and trends
Anti-FGM campaign reduces women to their parts - Feministing
but this campaign really rubs the wrong way. It reduces women to their body parts and the issue to just a sexual one. Using a blowup doll to depict a woman who has undergone FGM is incredibly offensive - they're literally being portrayed as no longer human, just a sex toy. Not only is the ad dehumanizing, it also suggests that FGM is all about sex - that women who have undergone FGM will never enjoy sex and that a woman who is no longer sexual is no longer, well...a woman. What do you think? For more information on FGM, you can go to Amnesty International , the Female Genital Cutting Education and Networking Project, and market research, surveys and trends


Benetton Group: Biography from
If Benetton had a theme song, it could be "We Are the World." Italy's largest clothing maker, The Benetton Group pushes a global attitude in its ads while dressing customers in about 120 countries through some 6,000 franchised Benetton stores, department stores, and megastores. Benetton's clothing -- primarily casual knitwear and sportswear for men, women, and children -- bears labels such as United Colors of Benetton (about 75% of sales) and Sisley. Not content with selling just sunglasses, watches, clothes, and shoes, Benetton once branched out into sporting goods, but withdrew to hone in on its clothing ... industry trends, business articles and survey research
Using examples from infamous campaigns to illustrate your argument ...
In 2003 advertising expenditure was estimated at US $78.7 billion in Europe ..... need to discard “shock-and-scare tactics and begin to incorporate some more ... Marketing Communications: Engagement, strategies and practice (4th Edition) 2005. ... Shockvertising: Ads that divide BBC news. Friday, 21 January, 2000 ... industry trends, business articles and survey research


Marketing Ethics
'Shockvertising' is often considered to have started with Benetton and ... Marketing ethics, Fair trade, Pester power, Shock advertising, Stealth marketing ... technology research, surveys study and trend statistics
Many advertisements are designed to generate increased consumption of those products and services through the creation and reinforcement of " brand image" and "brand loyalty". For these purposes, advertisements sometimes embed their persuasive message with factual information. Every major medium is used to deliver these messages, including television , radio , cinema , magazines , newspapers , video games , the Internet and billboards. Advertising is often placed by an advertising agency on behalf of a company or other organization. Organizations that frequently spend large sums of money on advertising that ... technology research, surveys study and trend statistics
“Fear Won't Do It”
using psychology or marketing students as participants when related to a real ...... fear or shock-provoking messages are likely to engage people with ...
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WikiAnswers - Different appeals in advertising
In this advertising technique, the advertisers use the very popular audio and visual media to promote a product. It is the most widely used media that can effectively influence the masses. Television and radio have always been used to achieve a mass appeal. Bandwagon : This advertising appeal aims to persuade people to do a certain thing because the masses are doing it. It is a human tendency to do as the masses do. Bandwagon technique of advertising captures exactly this psychology of human beings to induce them to use a certain product or service. Black and White Fallacy : In this advertising appeal, only two choices are ...