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Kylie Sannes
Shockvertising
Business Examples
The WWF (World Wildlife Fund) utilizes shockvertising in the majority of it's ads. This is an excellent way to show the reality of the world's environment without sugarcoating the truth. WWF uses this blatent form of advertising to get right to the point without the viewer having guess what the ad is about. This works because we all live around global threats such as climate change, endangered species, lack of fresh water, etc. and the ads in these categories speak to everyone. WWF's goal is to "... change the trajectory of the threats to nature, and help ensure nature’s ability to provide—for the sake of every living thing, including ourselves."
https://www.worldwildlife.org/
PETA (People for the Ethical Treatment of Animals) uses shockvertising to stress the importance of saving animals around the world. PETA's ads range from supporting vegan and vegetarian lifestyles, boycotting the circus, the dangers of animal testing, and boycotting fur. Their niche form of advertising is using celebrity, sex, and slight gore to sell thier message. This works because it is both shocking and attention grabbing. PETA is an animal rights organization that relies on blunt, to the point ads to get their message out quickly and effictively.
http://www.peta.org/
What types of businesses use Shockvertising?
Most commonly, organizations and companies with an eco-consious platform use shockvertising. Organizations like WWF and PETA above are two of the most popular, along with The United Colors of Benneton (which is a clothing company), and voting campaigns like Declare Yourself. PSA's about domistic abuse, the harms of smoking, the death toll of drunk driving, and the effects of pollution are also popular topics for businesses and organizations.
Will This Trend Stand Out?
This trends stands out only if it is NOT overused. Too much shock, gore, sex, and celebrity will numb the audience to the actual message. If the message is strong with iconic images and a memorable quote, statistic, or image, then yes, it will stand out. But too much of the same thing bores the audience.
Who Responds Well to This Type of Advertising?
Comsumers who are younger, earth-consious, are not offended easily, and can see past an image and understand that shock is sometimes needed to get a point across. Additionally, individuals who enjoy a unique ad and like to be an innovator to a new lifestyle (think the veganism boom and the push for a green environment) are consumers who respond well to this type of advertising.
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