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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".[1] It is the employment in advertising or public relations of "graphic imagery and blunt slogans to highlight"[2] 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).[3]
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).[4]
^Dahl, Darren W. et al. "Does it pay to shock? Reactions to Shocking and Nonshocking Advertising Content among University Students" Journal of Advertising Research 43 (2003): 268-280. Page 268, Retrieved January 22, 2008
^"BBC News | E-CYCLOPEDIA | Shockvertising: Ads that divide". news.bbc.co.uk.
^Waller, David S. "What factors make controversial advertising offensive?: A Preliminary Study" Archived 2007-09-14 at the Wayback Machine ANZCA (2004): 1-10. Page 1, Retrieved January 23, 2008
^Righton, Barbara. "When did television commercials become as violent as the programming they interrupt?" Archived 2007-02-23 at the Wayback Machine December 18, 2006. Retrieved January 26, 2008
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