Table of contents

1. Definition2. Strategies and effects3. Origins4. Topics5. Laws6. Conclusion

Shockvertising

Shockvertising

Shock advertising is a type of advertising that startles and offends its audience by violating norms for social values and personal ideals.”

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.

Definition

StrategyThe use of pleasure

Includes beauty and sex

Feeling of pleasurePorno chic

Strategies and effects

Effects

StrategyThe use of humor

Provokes laughImportant

memorizationBuzz

Effects

StrategyThe use of trouble

Negative stimulusFeeling of anger or

sadness

Effects

StrategyThe use of confusion

MisunderstandingTry to create a link

between the 2 ideas memorization

Effects

Origins

1989

It uses shockvertising in its campaigns wich leads to public outrage and consumer complaints.

Several of Benetton’s advertisements have also been the subject of much praise for heightening awareness of significant social issues.

1989 1991

Some Benetton’s advertisements

1992 1996

Violence

Topics

Tobacco

Child abuse

Road safety

Alcohol

AIDS

Anorexia

Health

Laws

1974

Investigates complaints that are addressed by the public

It handles requests for opinions that are freely submitted by advertisers, agencies and media.

Some people have negative reactions about shockvertising but there is a tiny majority who says it works.

Some scientists are convinced that shockvertising develops stronger feelings among consumers.

Shocking advertisements work better than other.

Does it work?

Huysmans Audrey

Do Carmo Solipa Julien

Bac 3

Conclusion

• What do you think about shockvertising ?

• Is there a topic that shocks you more than another ?

• Do you think they have the strength to educate people to change ?