This report will provide a critical review of one aspect of effective advertising that is growing exponentially; shock advertising. This form of commercial is unique in that it uses some unusual element, whether humorous or offensive or interesting, to capture the attention of the potential customers…
Download file to see previous pages...
Finally, I will provide a case study from the Barnardo's children's rights charity which recently stirred significant controversy because of its use of disturbing images of children to highlight the issue of poverty in the UK.
As a result of the research and analysis involved with this project, I can directly state that shock advertising is effective because it gets noticed. Barnardo's use of graphic images of a newborn infant with a cockroach coming out of its mouth, though dramatically controversial and visually repugnant, is nevertheless an effective tool for provoking a response to the pressing issue of poverty. The people who see this ad will not forget it.
As discussed in the literature review section of this report, there is some contention about the social responsibility and methodology of organizations that engage in shock advertising. Those ethical concerns notwithstanding, the reason that many advertisers are using the technique is because it can be extremely effective if done properly. There are a significant number of concepts, angles and strategies related to the presentation of this form of advertising, four of which will be considered here.
Humor. Humor. From the beginning of mass media advertising, humor has been known to be a key component of moving the marketplace toward a particular product. Shock advertisers simply take this concept to a new level by elevating one or two aspects of a situation to ridiculous proportions; and the result can be very sophisticated or very base. For example, consider the highly-competitive credit card market in the US. One of the high- profile advertisers is Capital One, a "diversified financial services company offering a broad array of credit, savings and loan products" to many nations (Capital One, 2006, p. 1). In their "What's in Your Wallet" campaign, they use humor to convey their message of product superiority in interest rate charges or reward points. In one of the latest ads, touting the benefits of the organization's reward points, a family of four is shown bundled up in their coats, gloves, and hats, riding a ski lift to the top of the mountain. The father makes a comment about the inconvenience of his credit card company's policy towards the use of reward points, and the family proceeds to exit the ski lift onto a summer landscape at the top of a rugged mountain. As the father and mother attempt to ski down the snow-less slope, they crash with significant violence. The teenage son turns to the camera and asks the key question. The message is clear: Capital One will allow its customers to use their reward points when it is convenient for them and not block out the dates that would be the most popular. The commercial is funny and memorable because of the shock value; skiing on dirt. The humorous connotation helps potential customers remember the product, and the company's campaign slogan becomes a cultural image. This is one of the most effective uses of humor in shock advertising.
Juxtaposition. Another effective tool used by shock advertisers is the union of two disparate concepts to create a memorable conflict. The two
...Download file to see next pagesRead More
Cite this document
(“Shock Advertising Essay Example | Topics and Well Written Essays - 3250 words”, n.d.)
Retrieved from https://studentshare.org/sociology/1499278-shock-advertising
(Shock Advertising Essay Example | Topics and Well Written Essays - 3250 Words)
“Shock Advertising Essay Example | Topics and Well Written Essays - 3250 Words”, n.d. https://studentshare.org/sociology/1499278-shock-advertising.
The primary factors that can influence a person to become deviant are the environment of the person and the influence of the people that they surround themselves with. Where a person lives plays a big role in how they regard and respond to social norms. Homes, churches, schools, and neighborhoods provides varying views and beliefs about norms, both social and cultural.
In the way of decoding the Sophie Dahl advertisement we pay more attention to the provocative aura of the advertisement than to the fact that it was banned by the Advertising Standards Authority (ASA). We are much more interested to find hidden meanings than to act as censors.
What is the role of culture in management and in advertising Cross-cultural management studies the behavior of people in organizations around the world and trains people to work in organizations with employee and client populations from several countries. Cross-cultural solutions in advertising to international business demands are increasingly being viewed as a valid and necessary method in enhancing communication and interaction in and between companies, between companies and customers.
The paper discovers High Fashion Brands and Shock Advertising. “Fashion's plunge into soft porn didn't happen overnight. In the 1960s, the late French photographer Guy Bourdin brought sex and violence to French fashion magazines, while his American counterpart, photographer Newton, added a fetishistic element beginning in the 1970s.
Research methods. The research will be based on exploratory and descriptive approaches which help to provide substantial, detailed and in-depth analysis of shock advertising within high fashion industry in the UK. Exploratory research is needed because the role and importance of shock advertising in high fashion industry has not been clearly defined yet.
As we all know, UK has become one of the most attractive markets in the world and advertising has become one of its fastest-growing industries. To answer these managerial questions, international advertisers need to understand how British consumers respond to different advertising strategies, including sex appeal strategies.
However, all the companies, except for Levi, appealed to sex in their ads. To stand out and to be noticed among other jeans producers, KC had to do something really memorizable. “Shock advertising” was a good business solution for the
Shock advertising is a publicity tactic that intentionally upsets its viewers and listeners by utilizing striking images and brusque slogans to bring attention to public issues and concerns, a product, or a service. These advertisements are made with the intention of drawing the public’s awareness and are usually considered controversial.
approach to a more effective and complete degree, the following analysis will focus upon some of the paradigms that are commonly used within the realm of marketing; specifically focused upon the paradigm of data-driven marketing, online marketing (to include social media), and
7 Pages(1750 words)Essay
GOT A TRICKY QUESTION? RECEIVE AN ANSWER FROM STUDENTS LIKE YOU!
Let us find you another Essay on topic Shock Advertising for FREE!