Shock advertising
Encyclopedia
Shock advertising or Shockvertising is a type of advertising
generally regarded as one that “deliberately, rather than inadvertently, startles and offends its audience by violating norms for social values and personal ideals.” It is the employment in advertising
or public relations
of "graphic imagery and blunt slogans to highlight" a public policy
issue, goods, or services. 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 (e.g., urging drivers to use their seatbelts, promoting STD prevention, bringing awareness of racism and other injustices, or discouraging smoking among teens).
This form of advertising is often controversial, disturbing, explicit and crass, and may entail bold and provocative political messages that challenge the public’s conventional understanding of the social order. This form of advertising may not only offend but can also frighten as well, using scare tactics and elements of fear to sell a product or deliver a public service message, making a "high impact." In the advertising business, this combination of frightening, gory and/or offensive advertising material is known as "shockvertising" and is often considered to have been pioneered by Benetton
, the Italian clothing retailers which created the line United Colors of Benetton, and its advertisements in the late 1980s (see Benetton below). Shockvertising is a portmanteau of shocking and advertising
.
and STD
testing, funeral services, groups that advocate for less gun control, casinos which naturally support and promote gambling could all be considered controversial and offensive advertising because of the products or messages that the advertisements are selling. Shocking advertising content may also entail improper or indecent language, like French Connection
's “fcuk” campaign.
Shock advertising could also refer to the usage of emotional appeals such as humor, sex or fear. Humor has for a long time been the most frequently used communication tool within advertising, and according to branch active people it is considered to be the most effective. (See the Swedish example of TheFunTheory; http://www.youtube.com/watch?v=2lXh2n0aPyw)
The effects of shock advertising could also be explained by the theory of selective perception. Selective perception is the process by which individual selects, organizes and evaluates stimuli from the external environment to provide meaningful experiences for him- or herself. This means that people focus in certain features of their environment to the exclusion of others. The consumer unconsciously chooses which information to notice and this kind of selection is dependent of different perceptual filters which are based on the consumer’s earlier experiences. One example of this kind of filter is perceptual defense. Perceptual defense is the tendency for people to protect themselves against ideas, objects or situations that are threatening. This means that if a consumer finds a certain kind of advertising content threatening or disturbing, this message will be filtered out. An example of this a heavy smoker who could be filtering out a picture of cancer sick lung since the content could be perceived as disturbing and uncomfortable.
You should also consider long term branding issues if using shock advertising as communication method. Using shocking pictures could affect the way consumers perceive your brand and quality of your product. The ethics is always important to have in mind, and using fear or other strong messages might not always be the best and most effective method to use.
and gore
, diseased organs and human body parts, and the like. Thus, it can expose any taboo
, but typically has an unnecessarily sexually suggestive image. Benetton Group
has had several shocking ads of a priest
and a nun
kissing, a black woman breast-feeding a white baby, and death row
inmates' thoughts. Legal advertising
that employs shockvertising would depict or re-enact a car accident, which is now illegal in New York
.
This practice has been compared to extreme sports and lewd behavior, and to the Jerry Springer
show.
Shockvertising is recognized around the world as a term of art, in Polish
, in German
, and Dutch
.
Positive”, a Black woman breastfeeding a White infant (which could be celebrated as a championing image of racial diversity or raising awareness of racial issues yet was also denounced for its historical connotations when Black women, during slavery, were often required to become caretakers for White children), a priest and a nun leaning to kiss each other, as well as a group of real death row inmates (alluding to issues concerning capital punishment). Other shocking advertisements released by Benetton include an image of a duck covered in oil (addressing issues of oil spillage and the cleanliness of oceans), a man dying of AIDS
, a soldier holding a human bone, as well as a newborn infant still attached to its umbilical cord, which "was intended as an anthem to life, but was one of the most censured visuals in the history of Benetton ads." Oliviero Toscani
, a photographer for Benetton who contributed to many of its shocking advertisements, said, regarding the advertisement he created of a man dying from AIDS, that he wanted "to use the forum of poster advertising to make people aware of this [AIDS] tragedy at a time when no-one dared to show AIDS patients."
of Calvin Klein Jeans has also received media attention for its controversial advertisements in the mid-1990s. Several of Calvin Klein's advertisements featured images of teenage models, some "who were reportedly as young as 15" in overly sexual and provocative poses. Although Klein insisted that these advertisements were not pornographic, some considered the campaign as a form of "soft porn" that was exploitative, shocking, and suggestive. In 1999, Calvin Klein was the subject of more controversy when it aired advertisements of young children who were only wearing the brand's underwear. This "kiddie underwear ad campaign" was pulled only one day after it aired as a result of public outlash. A spokesperson from Calvin Klein insisted that these ads were intended "to capture the same warmth and spontaneity that you find in a family snapshot."
Advertising
Advertising is a form of communication used to persuade an audience to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common...
generally regarded as one that “deliberately, rather than inadvertently, startles and offends its audience by violating norms for social values and personal ideals.” It is the employment in advertising
Advertising
Advertising is a form of communication used to persuade an audience to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common...
or public relations
Public relations
Public relations is the actions of a corporation, store, government, individual, etc., in promoting goodwill between itself and the public, the community, employees, customers, etc....
of "graphic imagery and blunt slogans to highlight" a public policy
Public policy
Public policy as government action is generally the principled guide to action taken by the administrative or executive branches of the state with regard to a class of issues in a manner consistent with law and institutional customs. In general, the foundation is the pertinent national and...
issue, goods, or services. Shock advertising is designed principally to break through the advertising “clutter” to capture attention and create buzz
Marketing buzz
Marketing buzz or simply buzz — a term used in word-of-mouth marketing — is the interaction of consumers and users of a product or service which serves to amplify the original marketing message. a vague but positive association, excitement, or anticipation about a product or service...
, and also to attract an audience to a certain brand or bring awareness to a certain public service issue, health issue, or cause (e.g., urging drivers to use their seatbelts, promoting STD prevention, bringing awareness of racism and other injustices, or discouraging smoking among teens).
This form of advertising is often controversial, disturbing, explicit and crass, and may entail bold and provocative political messages that challenge the public’s conventional understanding of the social order. This form of advertising may not only offend but can also frighten as well, using scare tactics and elements of fear to sell a product or deliver a public service message, making a "high impact." In the advertising business, this combination of frightening, gory and/or offensive advertising material is known as "shockvertising" and is often considered to have been pioneered by Benetton
Benetton Group
Benetton Group S.p.A. is a global luxury fashion brand, based in Treviso, Italy. The name comes from the Benetton family who founded the company in 1965. Benetton Group is listed in Milan....
, the Italian clothing retailers which created the line United Colors of Benetton, and its advertisements in the late 1980s (see Benetton below). Shockvertising is a portmanteau of shocking and advertising
Advertising
Advertising is a form of communication used to persuade an audience to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common...
.
The Shock Factor
Shock advertisements can be shocking and offensive for a variety of reasons, and violation of social, religious, and political norms can occur in many different ways. They can include a disregard for tradition, law or practice (e.g., lewd or tasteless sexual references or obscenity), defiance of the social or moral code (e.g., vulgarity, brutality, nudity, feces, or profanity) or the display of images or words that are horrifying, terrifying, or repulsive (e.g., gruesome or revolting scenes, or violence). Some advertisements may be considered shocking, controversial or offensive not because of the way that the advertisements communicate their messages but because the products themselves are "unmentionables" not to be openly presented or discussed in the public sphere. Examples of these “unmentionables” may include cigarettes, feminine hygiene products, or contraceptives. However, there are several products, services or messages that could be deemed shocking or offensive to the public. For example, advertisements for weight loss programs, sex/gender related products, clinics that provide AIDSAIDS
Acquired immune deficiency syndrome or acquired immunodeficiency syndrome is a disease of the human immune system caused by the human immunodeficiency virus...
and STD
Sexually transmitted disease
Sexually transmitted disease , also known as a sexually transmitted infection or venereal disease , is an illness that has a significant probability of transmission between humans by means of human sexual behavior, including vaginal intercourse, oral sex, and anal sex...
testing, funeral services, groups that advocate for less gun control, casinos which naturally support and promote gambling could all be considered controversial and offensive advertising because of the products or messages that the advertisements are selling. Shocking advertising content may also entail improper or indecent language, like French Connection
French Connection (clothing)
French Connection is a retailer and wholesaler of fashion clothing and accessories. Founded in 1972 by Stephen Marks it is based in London, is listed on the London Stock Exchange and operates globally....
's “fcuk” campaign.
The effects of shock advertising
Advertisers, psychiatrists, and social scientists have long debated the effectiveness of shock advertising. Some scientists argue that shocking ads of course evokes stronger feelings among the consumers. One finding suggests “shocking content in an advertisement significantly increases attention, benefits memory, and positively influences behavior.” The same study also shows that consumers are more likely to remember shocking advertising content over advertising content that is not shocking.Shock advertising could also refer to the usage of emotional appeals such as humor, sex or fear. Humor has for a long time been the most frequently used communication tool within advertising, and according to branch active people it is considered to be the most effective. (See the Swedish example of TheFunTheory; http://www.youtube.com/watch?v=2lXh2n0aPyw)
The effects of shock advertising could also be explained by the theory of selective perception. Selective perception is the process by which individual selects, organizes and evaluates stimuli from the external environment to provide meaningful experiences for him- or herself. This means that people focus in certain features of their environment to the exclusion of others. The consumer unconsciously chooses which information to notice and this kind of selection is dependent of different perceptual filters which are based on the consumer’s earlier experiences. One example of this kind of filter is perceptual defense. Perceptual defense is the tendency for people to protect themselves against ideas, objects or situations that are threatening. This means that if a consumer finds a certain kind of advertising content threatening or disturbing, this message will be filtered out. An example of this a heavy smoker who could be filtering out a picture of cancer sick lung since the content could be perceived as disturbing and uncomfortable.
You should also consider long term branding issues if using shock advertising as communication method. Using shocking pictures could affect the way consumers perceive your brand and quality of your product. The ethics is always important to have in mind, and using fear or other strong messages might not always be the best and most effective method to use.
Examples
Examples include the use of bloodBlood
Blood is a specialized bodily fluid in animals that delivers necessary substances such as nutrients and oxygen to the cells and transports metabolic waste products away from those same cells....
and gore
Graphic violence
Graphic violence is the depiction of especially vivid, brutal and realistic acts of violence in visual media such as literature, film, television, and video games...
, diseased organs and human body parts, and the like. Thus, it can expose any taboo
Taboo
A taboo is a strong social prohibition relating to any area of human activity or social custom that is sacred and or forbidden based on moral judgment, religious beliefs and or scientific consensus. Breaking the taboo is usually considered objectionable or abhorrent by society...
, but typically has an unnecessarily sexually suggestive image. Benetton Group
Benetton Group
Benetton Group S.p.A. is a global luxury fashion brand, based in Treviso, Italy. The name comes from the Benetton family who founded the company in 1965. Benetton Group is listed in Milan....
has had several shocking ads of a priest
Priest
A priest is a person authorized to perform the sacred rites of a religion, especially as a mediatory agent between humans and deities. They also have the authority or power to administer religious rites; in particular, rites of sacrifice to, and propitiation of, a deity or deities...
and a nun
Nun
A nun is a woman who has taken vows committing her to live a spiritual life. She may be an ascetic who voluntarily chooses to leave mainstream society and live her life in prayer and contemplation in a monastery or convent...
kissing, a black woman breast-feeding a white baby, and death row
Death row
Death row signifies the place, often a section of a prison, that houses individuals awaiting execution. The term is also used figuratively to describe the state of awaiting execution , even in places where no special facility or separate unit for condemned inmates exists.After individuals are found...
inmates' thoughts. Legal advertising
Legal advertising
Legal advertising is advertising by lawyers and law firms.Legal marketing is a broader term referring to advertising and other practices, such as client relations and public relations.-In the United States:...
that employs shockvertising would depict or re-enact a car accident, which is now illegal in New York
New York
New York is a state in the Northeastern region of the United States. It is the nation's third most populous state. New York is bordered by New Jersey and Pennsylvania to the south, and by Connecticut, Massachusetts and Vermont to the east...
.
This practice has been compared to extreme sports and lewd behavior, and to the Jerry Springer
Jerry Springer
Gerald Norman "Jerry" Springer is a British-born American television presenter, best known as host of the tabloid talk show The Jerry Springer Show since its debut in 1991...
show.
Shockvertising is recognized around the world as a term of art, in Polish
Polish language
Polish is a language of the Lechitic subgroup of West Slavic languages, used throughout Poland and by Polish minorities in other countries...
, in German
German language
German is a West Germanic language, related to and classified alongside English and Dutch. With an estimated 90 – 98 million native speakers, German is one of the world's major languages and is the most widely-spoken first language in the European Union....
, and Dutch
Dutch language
Dutch is a West Germanic language and the native language of the majority of the population of the Netherlands, Belgium, and Suriname, the three member states of the Dutch Language Union. Most speakers live in the European Union, where it is a first language for about 23 million and a second...
.
Benetton
Benetton has come under particular scrutiny for the use of shock advertisements in its campaigns, leading to public outrage and consumer complaints. However, several of Benetton’s advertisements have also been the subject of much praise for heightening awareness of significant social issues and for “taking a stand” against infringements on human rights, civil liberties, and environmental rights. Benetton’s advertisements have featured images of portions of men’s and women’s bodies with tattoos that say “HIVHIV
Human immunodeficiency virus is a lentivirus that causes acquired immunodeficiency syndrome , a condition in humans in which progressive failure of the immune system allows life-threatening opportunistic infections and cancers to thrive...
Positive”, a Black woman breastfeeding a White infant (which could be celebrated as a championing image of racial diversity or raising awareness of racial issues yet was also denounced for its historical connotations when Black women, during slavery, were often required to become caretakers for White children), a priest and a nun leaning to kiss each other, as well as a group of real death row inmates (alluding to issues concerning capital punishment). Other shocking advertisements released by Benetton include an image of a duck covered in oil (addressing issues of oil spillage and the cleanliness of oceans), a man dying of AIDS
AIDS
Acquired immune deficiency syndrome or acquired immunodeficiency syndrome is a disease of the human immune system caused by the human immunodeficiency virus...
, a soldier holding a human bone, as well as a newborn infant still attached to its umbilical cord, which "was intended as an anthem to life, but was one of the most censured visuals in the history of Benetton ads." Oliviero Toscani
Oliviero Toscani
Oliviero Toscani is an Italian photographer, best-known worldwide for designing controversial advertising campaigns for Italian brand Benetton, from 1982 to 2000...
, a photographer for Benetton who contributed to many of its shocking advertisements, said, regarding the advertisement he created of a man dying from AIDS, that he wanted "to use the forum of poster advertising to make people aware of this [AIDS] tragedy at a time when no-one dared to show AIDS patients."
Calvin Klein
Calvin KleinCalvin Klein
Calvin Richard Klein is an American fashion designer who launched the company that would later become Calvin Klein Inc. in 1968. In addition to clothing, Klein has also given his name to a range of perfumes, watches, and jewelry....
of Calvin Klein Jeans has also received media attention for its controversial advertisements in the mid-1990s. Several of Calvin Klein's advertisements featured images of teenage models, some "who were reportedly as young as 15" in overly sexual and provocative poses. Although Klein insisted that these advertisements were not pornographic, some considered the campaign as a form of "soft porn" that was exploitative, shocking, and suggestive. In 1999, Calvin Klein was the subject of more controversy when it aired advertisements of young children who were only wearing the brand's underwear. This "kiddie underwear ad campaign" was pulled only one day after it aired as a result of public outlash. A spokesperson from Calvin Klein insisted that these ads were intended "to capture the same warmth and spontaneity that you find in a family snapshot."