In my opinion, shock advertising is a great way to turn viewers heads. The average person sees about 10,000 ads a DAY, but how many do they remember? Probably 2-5. Why is that? Because we can relate to them. When we hear about world concerns like starvation or racism, we tend to disregard it because we think "Hey, it isn't happening to us, so why should we care?" When you see an advertisement that is so appalling in nature, it hits home. In these ads, they are basically telling it how it is. No sensors or sugar coating. They are explaining the root of the issue in a message which creates mixed emotions of anger, sadness and compassion. These feelings are motivational triggers for people to actually do something about the issue or at least be aware that it is happening and it COULD happen to them.
Take this Child Services ad for example. I don't think I could have done a better job at advertising child hunger then this ad. It is not only relatable, but it makes you sympathize for the children. It almost makes you feel guilty that you're not doing something to help, which motivates you to do so.
All of these ads may seem gruesome in nature, but I find that if they were sugar coated they wouldn't have the same effect. I know for a fact that most people wouldn't even give them the time of day. The whole point of advertising is to make people WANT to buy your product/service. I find that the best way of doing this is portraying your message in a way that they WON'T forget.
Then there is the debate of "Does this contribute to the desensitizing of issues that are truly important?" In my opinion, the reason we as a human race don't do much to help each other is because we are too ignorant. We are already disconnected and desensitized from these issues because we live under a rock. That's the reality of it. I can understand that people may not want their kids seeing these ads, but they will find out sooner or later. In this younger generation, kids are already exposed to these things in video games and movies. If people have experienced these things, they would see the issues in a totally different perspective. I'm not saying that everyone should experience hunger, segregation or an accident to be able to see them in a different light, they just need to know that these things DO intact happen and be aware that they can help change them.
Although some of these types of ads do get negative publicity based on their content, I believe it is worth this approach because most people will not find these ads offensive. (Unless they are made to be offensive which they shouldn't if you want to gain approval from your audience) I don't think it will reflect badly on the brands or companies as long as they make them shockingly neutral.
It is not wrong to be daring or take a risk like this. How else will you gain attention? Some products can't be advertised in a humorous way because THAT would be more offensive. Shock advertising world issues, like the ads above, are examples of things that can't be portrayed in a humorous fashion because the underlying message isn't funny.
commfaculty.fullerton.edu/rgass/.../Shock%20Advertising.ppt
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