le shockvertising. SC. salma chalabi. Updated 12 September Transcript. le shockvertising. Choose a template. Pitch – FinancePitch – FinanceWPitch -. Shock advertising is a type of advertising generally regarded as one that “ deliberately” startles and offends its audience by Le shockvertising. Shock advertising or “shock vertising” is theuse of FRIGHTENING, OFFENSIVE, TABOO, and EMOTION-PROVOKING Le shockvertising.

Author: Shaktisho Vibar
Country: Yemen
Language: English (Spanish)
Genre: Politics
Published (Last): 26 May 2008
Pages: 155
PDF File Size: 10.64 Mb
ePub File Size: 13.64 Mb
ISBN: 786-6-39292-768-4
Downloads: 18497
Price: Free* [*Free Regsitration Required]
Uploader: Meztizilkree

Se souvenir de moi. The efficiency of this process will then closely depend on how relevant the image is with the contents of the message and on how compatible the presented shock is with the strength of ahockvertising message. This process provokes an emotional impact that can make the audience react.

After being confused when facing this double construction of the picture, we quickly understand: Sometimes, it ends up as an offense because it disrupts with conventions and even lee at breaking the codes in view of obtaining a wished impact. The shock seems acceptable when it portrays a reality which is already shocking. United Colors of Benetton is believed to have popularized this strategy: Shockvertising must constantly shockvwrtising renewed in order to go beyond the shock provided by the image and to transcend a message eye to eye with the social moves of our time.

Shockvertising: Advertisement assault

The quality of an advertisement shock relies first on the content of the message, which shockkvertising give a meaning to the image and allow it to personify a cause. The Italian range of clothes that dared, starting in the 80s, to offend the public by using shocking pictures in order to disseminate some messages sockvertising its advertisement ads, despite the fact that the defended cause or the message had nothing to do with the products of the brand.


Therefore, this advertisement campaign is aimed to provoke a shock and elicit our feelings of indignation and revolt, to make us aware of the life conditions of the refugees. Shockvdrtising process tends to run more and more out of steam and lose its strength of impact.

On each print, as close shot, a child makes a selfie picture; on top is a comment comparable to those that can be read on social networks such as Instagram.

Defining the limits of this infringement is particularly difficult but unavoidable when a recognized cause ahockvertising general interest needs to be defended.

Shockvertising: Advertisement assault | Plansboard

Facebook Messenger for WordPress. The selfie is used only to get in touch with us, as observers living far from this kind of event though they actually happen.

Shockvertising must then display a strong but tolerable infringement for the designated targets.

For instance, it helps preventing smoking by encouraging the young people to avoid addiction, preventing car accidents, or making aware of a universal kind of injustice such as racism or death penalty. Therefore these advertisement campaigns seem selfless as they serve neither a brand, nor a product, even shpckvertising the bodies that produced them also have a financial objective as they try to raise money by making the people aware.

Beyond eliciting emotion, it may become plain, disconcerting and even crude, and it conveys impudent and offensive messages that will disrupt the conventional understanding of the public.

Advertisement assault Carla Broca 24 avril In fact, nowadays, the public is aware as he is often confronted with shocking or disturbing images just because they shockvertsing to our everyday life and can be seen in all the media and in our games. But backwards, a violent scene is taking place, for instance the arbitrary execution of several people see left picture or a woman giving birth in a disastrous sanitary context see right picture.


It is, today more than ever, to hurt our feelings, to make us react and, even more, to make us act out.

Shockvertising always met objections and already certain campaigns shockevrtising a real bashingnamely when this process was violating moral or equality principles. If shockvertising is widely used to attract an audience towards a brand or a product, in most cases, it serves a message of public interest delivered by public bodies, -NGOs or associations- to make the public aware of health shockvedtising and great humanitarian causes.

If the common conscience can find repulsive shocivertising violent images, then shockvertising seems to find its true rightfulness when it serves a cause of general interest. Shockvertising is a communication strategy that consists in using the shock in view of intensifying the attention of the public and his capacity to memorize the advertising message, in order to obtain his reaction.

If, when using shockvertisingthere is a risk of provoking a bad understanding of the message, in fact the real danger seems to rely in its trivialization. This kind of advertising is often controversial.