Special Report on
Shockvertising and Shock Marketing
Shockvertising and Shock Marketing - Trends
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s a dead dog, give me my award” is how one advertising creative characterized the inclination of advertising festival juries to give high accolades to scandalously shocking ads. If advertising were a sport, its extreme version would be “shockvertising”–ads designed to cause controversy, whether by showing kids having their foreheads tattooed with a company logo or using the death row inmates to sell sweaters, to mention just a few of well-known examples. The ever-growing stream of advertising messages is suffering from a highly contagious malaise: dumping the most controversial images of the moment into ...
generally regarded as one that “deliberately, rather than inadvertently, startles and offends its audience by violating norms for social values and personal ideals.” 1 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 STD prevention, bringing awareness of racism and other injustices, or discouraging smoking among teens). 2 This ... Read More