Amb220-Shock Advertising

advertising is a form of advertising that’s main intent is to startle and/or offend its audience by violating norms for social and personal values, attitudes and beliefs. By utilising graphic imagery and blunt slogans, these advertisements and public relations campaigns are designed to capture attention, create a buzz and ultimately get people talking about a specific brand, public service issue or cause. Shock advertising is often perceived as controversial, disturbing, explicit and offensive and may address confronting topics such as sex, racism, violence, addiction and death. These type of campaigns may not only offend viewers but can also frighten as well, utilising elements of fear and scare tactics to promote a brand or make a statement; often making a long lasting and high impact. Whilst all this confrontation and ‘shock’ may very well get people talking, just how effective are the advertisements in achieving their actual purpose – that is, selling a specific product, discouraging potentially harmful behaviours or bringing awareness and change to social causes and injustices?

Whilst a short-term buzz may be deemed desirable by some companies, it is important to take into account whether the potential benefit of increased sales and promotion will

Lauren Critchley (6892906) Tutor: Trish Galliford 7-8pm

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outweigh the potential negatives a shock advertising campaign may result in. This theory is supported by LaTour and Zahra (1989) who write “you should consider long term branding issues... using shocking pictures could affect the way consumers perceive your brand and quality of your product”. One such example of negative fallout was the Advanced Medical Institute’s ‘Cookie Jar’ television advertisement that depicted a husband offering his wife his erect penis to use as a step to reach a cookie jar. The Australian Standards Bureau (ASB) labeled the ad the “most complained about of 2010” with 220 complaints resulting in it being pulled from our screens...