Shock advertising which is also called ‘shockvertising’ is a type of advertising that is used intentionally, rather than by mistake. These ads are startling and often they offend its audience by violating norms for social values and personal ideals. In a public-policy context it has been shown that, though a shock ad generates an enthusiasm, it cannot violate norms among viewers, it also ensures that viewers remember the message and engage in relevance of the ad. Shock advertising stand out in cluttered advertising environment because the content ensures that the message will be remembered.
Brands need to understand whether the shock factor can be effective. At times the content might be considered poor in taste. A shock advertisement can attract attention, but if it leaves viewers with intense feelings of discomfort or fear without a clear message, the negative impact can reduce the brand’s reputation. Shockvertising uses shocking visuals, comedy, disgust, or events to capture attention and extract powerful emotions. While supporters claim it improves memorability and brand recall, detractors point to its inclination to offend, exploit weaknesses, and promote negative stereotypes.
Zomato an Indian multinational restaurant aggregator and food delivery company was careful about using abusive language in its commercials. However, it ended up ignoring the danger of its delivery executives for the sake of advertising its fast delivery policy. In this famous ad commercial that starred Hrithik Roshan and Katrina Kaif, Zomato faced a huge backlash from netizens. The complaints were about how its delivery executives were ill-treated for the sake of delivering orders in an express way. The criticisers mentioned that instead of spending money on commercials that promote further deterioration of its employees, Zomato shall spend money on their wellness.
Shock advertisements employ graphic imagery and blunt slogans to highlight their message they include public policy issues, goods, public practices, cultural issues, and services. Shock advertising is designed principally to break through the advertising “clutter” to capture attention and create buzzing. It tries to attract an audience to a certain brand or bring recognition to a certain public service issue, health issue, or cause. An example is urging drivers to use their seatbelts, promoting usage of condoms to avoid STD sexually transmitted diseases prevention, bringing awareness of racism, gender equality and other injustices, or discouraging smoking among teens. Fear appeals work best when they fill fear and provide a solution or a positive course of action. If done effectively, these advertisements can raise awareness of vital issues and prompt people to make informed choices.
This form of advertising is often controversial, disturbing, categorical and crass, and may involve bold and challenging 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.”
Union Minister for Road Transport & Highways Nitin Gadkari shared a video of Actor Akshay Kumar for the actor’s latest PSA (public service announcement) on road safety topic and thanked him for his efforts in spreading awareness on road safety issues After announcing that it will soon be mandatory for automakers to fix a seat belt alarm system in cars. Akshay Kumar was seen highlighting the reasons why one must travel in a car with six airbags. The one-minute clip has spread an excellent message very well.
In the above ad CNN has shown how kids get terrified with their drunk parents. The ad looks gruesome imagery. Social scientists have long debated the effectiveness of shock advertising. Some scientists argue that shocking ads of course evoke stronger feelings among the consumers. One finding suggests “shocking content in an advertisement significantly increases attention, benefits memory, and positively influences behavior.” The same study also shows that consumers are more likely to remember shocking advertising content over advertising content that is not shocking.
Conclusion
The effects of shock advertising could also be explained by the theory of selective perception. Selective perception is the process by which individual selects, organizes and estimates stimuli from the external environment to provide meaningful experiences for him or herself. This means that people focus on certain features of their environment to the exclusion of others. The consumer unconsciously chooses which information to notice and this kind of selection is dependent of different perceptual filters which are based on the consumer’s earlier experiences. Often advertisers see a filter which is emotive defence. Perceptual defense is the tendency for people to protect themselves against watching fearful ads. This means that if a consumer finds a certain kind of advertising content threatening or disturbing, he will avoid watching the ad. An example of this a heavy smoker who could be filtering out a picture of cancer sick and rotten lung since the content could be perceived as disturbing and uncomfortable.
Direct-to-consumer shock advertisements are common in popular magazines, and particularly aimed at women’s hygiene, breast feeding, anti-smoking, usage of condom, alcoholism etc. Using shocking pictures could affect the way consumers perceive brand and quality of a product. The ethics is always important to have in mind, as using fear or other strong messages might not always be the best and most effective method to use.
