How Effective is Shockvertising

Level: Undergraduate | Grade: 2:1 | Approx. Word Count: 2,214

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Statistical analysis suggests that by the turn of the millennium every day the average consumer was being subjected to over 3,000 advertising messages (Lasn 1999), a situation that has continued to increase following the rapid development of online social media sites (Parry et al 2013).

The key objective of advertising is to transmit a specific message to its intended audience in a manner that will cause a behavioural reaction (Dahl et al 2003). To achieve this objective it is important for the marketer to ensure that the advertisement and its message is conspicuous, attracts and enhances the receiver’s attention, and becomes associated with the product, service or action being promoted (Vezina and Paul 1997; Urwin and Venter 2014). In this context, the message of commercial promotions is aimed at encouraging consumer purchase of the product or service being offered, whereas public service advertising is designed to produce behavioural changes, as is the case with recent don’t drink and drive messages. However, as the advertising mediums have become increasingly overcrowded, marketers have had to develop new and innovative methods for promoting their messages in ways that will improve their visibility and attraction in the marketplace (Vezina and Paul 1997).