Kylie Sannes
Shockvertising
SWOT Analysis
The Strengths, Weakensses, Opportunities, and Threats of using Shockvertising.
STRENGTHS:
-Disturbing images showcase the realistic need for support
-Images used can be either blunt and to the point or a metaphore relating to the cause
-Effective in getting a message out fast because of the taboo images and/or wording used. The more taboo and shocking the ad is, the more buzz it creates
-Public service campaign subjects can use shockvertising effectively (Child Abuse, Domestic Violence, Lung Cancer, AIDS, Animal Rights (PETA) to name a few).
-Shockvertising is internationally shocking because it goes against very general ethical norms.
WEAKNESSES:
-Many images used are a metaphore, therfore viewers must think about the meaning behind the image
-Too much shock can numb the audience to the mesage
-Sex, gore, and provocative words are becoming mainstream.
-Using shock can take away from what the brand is about (ex. United Colors of Bennetton)
-Shockvertising is often seen as tasteless. For instance the fashion brand French Connecion abbreviated "French Connection, UK" and got a word, FCUK, which it used.
Threats:
-Many brands are creating a more family-oriented brand persona.
-Many consumers do not care about social problems if it is of no concern to thier lifestyles.
-Consumers are becoming DEsensitized because of the overuse of shockvertising.
Opportunity:
-Instead of using gore and sex, use a more family-aimed campaign such as inter-racial relatioships and
same-sex marriage. These images are realistic yet still taboo on a national level campaign.
-Shock ads can be used to sensitize these consumers into understandning other cultures and their needs such as water, food, and colthing.
-Advertisers must take advantage of a basic core belief all cultures have in order to create an effictive shockvertisment.