Advertisement, Shocking You Into Awareness

Shocking you into awareness

Advertisements exist to get your attention and once they have it, they make you aware of the many different products and opportunities for you to obtain these products. Advertising is everywhere with everything you do. One type of advertising focuses on public awareness; it is featured on television, radio, print or other media. Whereas the objective of a standard advertisement is to market a product, a public service announcement is intended to change the public interest, by raising awareness of an issue, affecting public attitudes, and potentially motivating action. Public awareness announcements have a significant effect on the target audience, and many times urge you into doing the right thing.

To initially grab an individual’s attention when coming across a public awareness announcement the advertising company will many times use the method of shock. Shock is defined as a “sudden or violent disturbance of the mind, emotions, or sensibilities” (dictionary.com). Advertisers will do anything to capture your attention, using the compassion most individuals have towards younger children is a key component to these public service announcements. When an absurd picture is brought to an individual’s attention they are most likely going to be concerned.

Shetler2

I have chosen three ads that convey the shocking feeling the advertiser is looking for. Two of the ads originate from Google parent; the purpose of these three ads is to raise the awareness of child abuse. The first ad is a picture of a clean, bright hallway where at first glance looks like a little boy crying leaning against the right wall. However if you were to take a few more seconds of your time and pay attention to the details you would see the boy almost looks like a porcelain doll, that has been dropped and its limbs have been shattered into pieces. The...