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Shock advertising or ‘shockvertising’ as it is called, is often criticized for being an immoral way of getting attention. There are various types of advertising appeals that are used. It includes use of gory images, sexually suggestive references, profanity, vulgarity, religious taboo and moral offensiveness. There is no doubt that such advertisements get attention and people remember it, longer than ads that do not use shock. However, just remembering the ad does not make it effective, it needs to influence people to buy the product or change their behavior. Let’s take a look at how far do shock advertisements succeed in influencing the behavior of people.

The Positives…

You watch thousands of advertisements everyday, but how many do you remember? Ever wondered why United Colors of Benetton ads have got so much publicity, then be it the one that shows a black woman breastfeeding a white child or the one with brightly colored condoms. It’s the shock elements that have worked in favor of this brand’s successful advertising campaigns. Studies suggest that shocking advertisements increase the attention of the audience and also benefit the memory. People are more likely to remember an ad that has shocking content over one that doesn’t. It causes a sense of discomfort in people, but if it influences them positively, then it is worth it. If you look at Benetton ads, you will see how social messages can be conveyed in an interesting and effective way. It is said that any publicity is good publicity and interesting ads with a shock element, never fail to get attention. If a brand manages to create hype due to a shocking advertisement, then it has succeeded in its task. Take for example the brand Tuff shoes, an advertisement in the 90s in India, showed a male and female model nude, with a snake wrapped around their body. The ad managed to get so much publicity that people started identifying the brand with the controversial advertisement. Read the rest of this entry »

From the Pac-Man game
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Signature Look – Yellow pie shape with missing slice
This eternal cat-and-mouse game has colorful ghosts as “chasers” but the star of the show is Pac Man, munching away on the little white dots and fruits. Dodging those relentless pesky ghosts, here and there, around this corner and that… Pac Man is so much more than a video game character, he is the symbol of arcade life and the 80′s. Perhaps we empathize with Pac Man because we, like him, chase after nothing but material gains and are hounded by inner demons. Such antics are highly addictive.