Monstrosity: The Human Monster in Visual Culture- Alexa Wright
Shock in Advertising- Dave Saunders
Mythologies- Barthes
Cultural Theory and Popular Culture fifth edition- John Storey
Language of vision- Gyorgy Kepes
Cant Buy My Love- Jean Kilbourne
http://www.theadvertisingclub.net/index.php/features/editorial/3290-the-effects-of-shock-The effects of Shock Advertising- Kiran Manral (blogger/journalist/author/advertising copywriter) 2011
'...there is another form of advertising, used less often but used amazingly well in certain campaigns where immediate attention and discussion is needed, namely shock advertising.'
'Some shock advertising might not use gory visuals but might use language or metaphors that are not acceptable culturally and which might shock. For instance the fashion brand French Connection got its moment of fame when it abbreviated French Connection, UK and got a word, FCUK, which it used.' -FASHION ADS-
' According to scientists, shocking ads bring out stronger feelings among consumers, with the ad getting more attention, remaining in the memory and influencing behaviour as well. Incidentally and not surprisingly, advertising that is shocking tends to be recalled better than regular advertising.'
'The positive impact of shock advertising, when it deals with social and cultural taboos is that it can sensitise people to other cultures and ways of life.
A negative fallout of shock advertising is that continuous exposure to them desensitizes us to them, and they become blind spots. To remain relevant, shock advertising should constant innovate, be topical and be something that touches a core belief or value in a way that shakes up the viewer.' ADD BEFORE END
http://www.campaignlive.co.uk/article/900778/close-up-does-shock-advertising-work'The images are designed to shock viewers, but such has been the frequency of shocking ads in recent years, it is being questioned whether their impact is as effective as it once was. -BEFORE ENDING-
'As viewers become more familiar with shock tactics, agencies have to continuously look for new approaches to behavioural change issues. But, especially for charities, a well-handled ad that shocks viewers, and not purely for the sake of it, can be an effective way of raising important subjects.'
Read more at http://www.campaignlive.co.uk/article/900778/close-up-does-shock-advertising-work#1AYOxPdesE2HY5kx.99
http://www.mcser.org/journal/index.php/mjss/article/view/4193/4103Extremely useful study which leads me to extracts by other writers specifically on shock advertising.
'the effectiveness of this method is questionable. This study aimed to explore the effectiveness of shock advertising on Generation Y consumers in today’s society. Three variables were analyzed, namely, level of shock, norm violation and memory recall, with five different types of shock (impropriety, moral offensiveness, sexual references, disgusting images and religious taboos).' '300 university students were asked to complete questionnaires. The overall findings indicated that shock advertising has become obsolete and that marketers need to implement alternative ways of ‘breaking through the clutter’. '
'Although shock advertising is effective and possibly leads to increased brand awareness and an increase in sales volume (Waller, 2004), shock advertising might alienate consumers and create disgust towards the brand which could lead to brand boycotts (Klara, 2012; Hodge, 2007). Klara (2012) is of the opinion that shock advertising has been “done to death”, already by the late 1980s. In agreement with this statement, Lightfoot, Lilley & Kavanagh (2006) state that although shock advertising is ubiquitous, whether in movies, on television or advertisements, it is losing its shock value and thus is no longer as controversial as it used to be'
https://www.theguardian.com/media/2003/feb/26/advertising GUCCI AD
http://www.bbc.co.uk/news/magazine-29894885 DRINK DRIVING
https://www.youtube.com/watch?v=IhuHeI4H00U NEW SMOKING AD
http://www.campaignlive.co.uk/article/900778/close-up-does-shock-advertising-work'The images are designed to shock viewers, but such has been the frequency of shocking ads in recent years, it is being questioned whether their impact is as effective as it once was. -BEFORE ENDING-
'As viewers become more familiar with shock tactics, agencies have to continuously look for new approaches to behavioural change issues. But, especially for charities, a well-handled ad that shocks viewers, and not purely for the sake of it, can be an effective way of raising important subjects.'
Read more at http://www.campaignlive.co.uk/article/900778/close-up-does-shock-advertising-work#1AYOxPdesE2HY5kx.99
http://www.mcser.org/journal/index.php/mjss/article/view/4193/4103Extremely useful study which leads me to extracts by other writers specifically on shock advertising.
'the effectiveness of this method is questionable. This study aimed to explore the effectiveness of shock advertising on Generation Y consumers in today’s society. Three variables were analyzed, namely, level of shock, norm violation and memory recall, with five different types of shock (impropriety, moral offensiveness, sexual references, disgusting images and religious taboos).' '300 university students were asked to complete questionnaires. The overall findings indicated that shock advertising has become obsolete and that marketers need to implement alternative ways of ‘breaking through the clutter’. '
'Although shock advertising is effective and possibly leads to increased brand awareness and an increase in sales volume (Waller, 2004), shock advertising might alienate consumers and create disgust towards the brand which could lead to brand boycotts (Klara, 2012; Hodge, 2007). Klara (2012) is of the opinion that shock advertising has been “done to death”, already by the late 1980s. In agreement with this statement, Lightfoot, Lilley & Kavanagh (2006) state that although shock advertising is ubiquitous, whether in movies, on television or advertisements, it is losing its shock value and thus is no longer as controversial as it used to be'
https://www.theguardian.com/media/2003/feb/26/advertising GUCCI AD
http://www.bbc.co.uk/news/magazine-29894885 DRINK DRIVING
https://www.youtube.com/watch?v=IhuHeI4H00U NEW SMOKING AD
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