SHOCK ADVERTISING

Introduction

Creating an emotional connection is crucial to effective marketing campaigns. One common technique in this sphere is to arouse the feeling of shock. Ad campaigns designed to shock today are on the rise - and while they may make some viewers write angry letters of complaint, shock advertising can achieve some stunning results.

The purpose of the essay is to find out the effectiveness of the "shocking advertising" in the context of several current advertising campaigns.

What is shock advertising?

Shock advertising or "shockvertising" (a portmanteau of shocking and advertising) is a type of advertising generally regarded as one that "deliberately, rather than inadvertently, startles and offends its audience by violating norms for social values and personal ideals" (Dahl, 2003). Shock advertising may not only offend but can also frighten as well, using scare tactics and elements of fear to sell a product or deliver a public service message, making a "high impact." 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, bringing awareness of racism and other injustices, or discouraging smoking). (Waller, 2004)

Примечаний нет.