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SHOCK ADVERTISING

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 media clutter Shock ads attempt to exploit a norm violation DaisyAd1964.mpeg brainondrugs.avi. Why use shock?.

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SHOCK ADVERTISING

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  1. SHOCK ADVERTISING

  2. 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 • DaisyAd1964.mpeg • brainondrugs.avi

  3. 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

  4. 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”

  5. 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.avi • CartoonBoy.avi

  6. Shock Ads in Commercial Advertising • Miller Lite • Benetton • Virgin Airways • Volkswagon • Shock may be combined with humor, sex, guilt, etc.

  7. 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.jpg

  8. 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?

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

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