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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 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 • • • Benetton: http://www.youtube.com/ watch?v=IjNUi6mVCsg http://www.youtube.com/ watch?v=qjqpC-EqMMU Shock ads in advertising • Mocking animal cruelty to increase name recognition • Volkswagen: safe happens • Shock is often combined with humor, sex • • • • 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 https://www.youtube.com/w atch?v=3HFvgc9ahgc 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? Prankvertising • Advertisers are trying to outdo each other to get your attention and go viral • http://www.youtub e.com/watch?v=yn vKWYvyCqw • http://www.youtub e.com/watch?v=Q 5mHPo2yDG8 • https://www.youtub e.com/watch?v=ah uutnPLl7E