Kylie Sannes
Shockvertising
Goals, Strategies, and Tactics of Using Shockvertising
Example in Modern Advertising
A great example of a goal, strategy, and tactic is Lane Bryant's launch of their new Lingerie line Cacique.
They utilized the need for sexually appealing "plus size" lingerie along with riding the wave of backlash of Victoria's Secret "The Perfect Body" campaign to create the genuis #I'mNoAngel tagline and hashtag with the launch.
Goal: To shock and surprise with a new line of lingerie
Strategy: Take the biggest lingerie line (Victoria's Secret) and create a reason to boycott or rebel against them.
Tactic: Use models that reflect the average sized women in America and add the hashtag #ImNoAngel to give the advertising additional sex appeal and a sense of rebellion.
It should be noted that Victoria's Secret is steadly losing brand loyalty and appeal because of thier consistant use of "cookie cutter" or all seemingly identical size, look, and shaped women.
This was brought to global attention with the ad above: "The Perfect Body" campaign.
Many loyal customers do not have what it seems they are calling "The Perfect Body" and the fact that Victoria's Secret has a line of bras called "Body" was clearly lost in translation in the perception of the ad campaign.
Victoria's Secret has since changed the slogan.
