Transcript Shock Ads PPT

SHOCK ADVERTISING
Emergence of shock advertising
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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
• http://www.youtube.co
m/watch?v=ExjDzDsg
bww
•
http://www.youtube.com/
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)
– http://www.youtube.com
/watch?v=nNOb1A7Sh8
– http://www.youtube.com
/watch?v=snNZkpAgNw
4
– http://www.youtube.com
/watch?v=osc8vuronhg
Shock Ads in Commercial Advertising
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http://www.youtube.com/
watch?v=RyRvpR4XhK4
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Benetton:
http://www.youtube.com/
watch?v=IjNUi6mVCsg
http://www.youtube.com/
watch?v=qjqpC-EqMMU
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Shock ads in advertising
• Mocking animal
cruelty to increase
name recognition
• Volkswagen: safe
happens
• Shock is often
combined with humor,
sex
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http://www.youtube.com/wat
ch?v=fzbMcsrK-tw
http://www.youtube.com/wat
ch?v=wtaXjzQQGE8
http://www.youtube.com/wat
ch?v=3CTaKBjd1ww
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?
• Has PETA gone
too far?
– Guiliani “Got
prostate cancer?”
– “Unhappy mother’s
day for pigs.”
– The PSP ad below,
shown in Holland,
sparked
controversy.