Shock advertising is a method of advertising that purposely offends and startles its viewers in an attempt to gain attention, encourage cognitive processing, and have an immediate impact on behavior. Ads containing disgusting images, sexual references, profanity and obscenity, religious taboos, vulgarity, impropriety or moral offensiveness are considered to be “shocking”. It has been used for many years around the world, but has recently been questioned as to whether or not it is still a productive method of advertising.
Shock avertising is a very controversial technique used in the field, with many critics claiming it to be an immoral and low route to take in getting a brand, idea, or issue noticed. The “shock” tactic, whether seen as immoral or not, has been proven over the years to be an effective way of gaining an audience’s attention. Unfortunately, as times have changed and people have been exposed more and more to norm violating material, advertisers must face the decision whether to keep trying to “shock” their target market, or to ditch the method completely.
Shock avertising is a very controversial technique used in the field, with many critics claiming it to be an immoral and low route to take in getting a brand, idea, or issue noticed. The “shock” tactic, whether seen as immoral or not, has been proven over the years to be an effective way of gaining an audience’s attention. Unfortunately, as times have changed and people have been exposed more and more to norm violating material, advertisers must face the decision whether to keep trying to “shock” their target market, or to ditch the method completely.
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