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Shockvertising

Shockvertising. Table of contents 1. Definition 2. Strategies and effects 3. Origins 4. Topics 5. Laws 6. Conclusion. Shockvertising. Definition.

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Shockvertising

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  1. Shockvertising Table of contents • 1. Definition • 2. Strategies and effects • 3. Origins • 4. Topics • 5. Laws • 6. Conclusion

  2. Shockvertising

  3. Definition • Shock advertising is a type of advertising that startles and offends its audience by violating norms for social values and personal ideals.” • 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.

  4. Strategies and effects Strategy Effects • The use of pleasure • Includes beauty and sex • Feeling of pleasure • Porno chic

  5. Strategy Effects • The use of humor • Provokeslaugh • Important memorization • Buzz

  6. Strategy Effects • The use of trouble • Negative stimulus • Feeling of anger or sadness

  7. Strategy Effects • The use of confusion • Misunderstanding • Try to create a linkbetween the 2 ideas memorization

  8. Origins 1989 It uses shockvertising in itscampaignswich leadsto public outrage and consumer complaints. Several of Benetton’s advertisements have also been the subject of much praise for heightening awareness of significant social issues.

  9. SomeBenetton’sadvertisements 1989 1991

  10. 1992 1996

  11. Topics • Violence

  12. Tobacco

  13. Child abuse

  14. Road safety

  15. Alcohol

  16. AIDS

  17. Health • Anorexia

  18. Laws 1974 Investigates complaints that are addressed by the public It handles requests for opinions that are freely submitted by advertisers, agencies and media.

  19. Doesitwork? • Some people have negative reactions about shockvertising but there is a tiny majority who says it works. • Some scientists are convinced that shockvertisingdevelops stronger feelings among consumers. • Shocking advertisements work better than other.

  20. Conclusion Huysmans Audrey Do CarmoSolipa Julien Bac 3 • What do you think about shockvertising ? • Is there a topic that shocks you more than another ? • Do you think they have the strength to educate people to change ?

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