Shock advertising

Shock advertising or Shockvertising is a type of advertising 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).

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, sexual or gender related products, clinics that provide AIDS 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.

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Wikipedia