Shock advertising – why are such ads used?
Posted: Sat Dec 07, 2024 5:55 am
In marketing, you can find many interesting tactics, also from the area of psychology. Sensation is a lure for an undecided consumer, especially since various emotions accompany them when making purchase choices. For this reason, shock advertising gains importance, arousing the desired interest from the customer. What other goals do they set for themselves and is it always a business hit? Let's check!
The beginnings of shocking, or shock advertising
Where did the idea of shock advertising come from ? The beginnings date back to the ancient Romans, when men were encouraged to choose the theater as entertainment by featuring female characters. In the next historical era, the Middle Ages, burning witches at the stake was quite a spectacle. Nudity remains controversial to this day, although it all depends on the context and situation of its use.
Many brands decide to use the described country code +233, ghana phone numbers procedure in order to be noticed and remembered by the group of recipients. The created message should both intrigue and stimulate reflection. However, you cannot shock without a prior, well-thought-out marketing strategy. So what should be taken into account? Current trends in the industry, knowledge about the market and your own feelings about the successful creation of an advertisement.
What is the secret of shockvertising?
Controversy, shocking content, addressing situations that deviate from accepted social norms, breaking taboos – all of this makes up the phenomenon of shockvertising. The whole magic of shock ads lies in reaching for the right means of persuasion, and success is said to be achieved when it is remembered for a long time.
To enjoy lasting results, it is essential to prepare an action plan. In addition to researching the market and analyzing the mistakes made by competitors, it becomes necessary to verify the needs of the recipients. Success is the sum of creating a feeling of tension, consolidating the message in memory and ultimately persuading them to undertake a specific change.
Supporters vs. opponents of shock advertising
There are still disputes among marketers and psychologists about the effectiveness of the shocking technique. Supporters emphasize that it allows advertisers to stand out from companies that approach brand promotion with great caution. On the other hand, opponents of shockvertising point to the difficulties in maintaining balance when creating such messages. Shocking content that is not sufficiently exposed will not attract the attention of a demanding consumer, while too controversial content may cause the opposite of the intended effects and discourage the customer from using the brand's offer.
Does controversy always “sell”?
Why is shock an emotion that has two faces and is not always met with the approval of the recipient of the advertisement? It is a consequence of natural psychological processes. Unconscious implementation of scandalous content can contribute to causing cognitive dissonance and the adoption of a reserved attitude towards the message by the recipient. There is no guarantee that illustrating, for example, the drastic effects of smoking cigarettes or drinking excessive amounts of alcohol will motivate the addict to abandon unhealthy habits. In this case, one of the likely scenarios is the erasure of photographs used in the advertisement from memory.
Another risk directly related to the phenomenon of shock advertising is the possibility of losing the company's reputation. Therefore, if you are planning to prepare a shock ad, consider whether you are not directing offensive or discriminatory content at any of the social groups. There is a really thin line between what is thought-provoking, intriguing or surprising, and what violates the rules of "good taste".
How to succeed in creating controversial advertising messages?
Following your intuition is important, but it doesn't always work. We've prepared a few tips to help you avoid dissatisfying your audience or damaging your company's reputation. How can you successfully maneuver the emotion of shock in advertising?
First: focus on what you want to communicate to your recipients.
Secondly, present the ad design to recipients who differ in many ways (e.g. culturally or socially) and have different worldviews. This will allow you to draw conclusions about how the message will be interpreted by the general public.
Third: bear in mind that unfortunately not everyone will be happy with shock advertising. The most important thing is your target, although you may encounter negative opinions from people outside the defined target group.
An ad that is well-received by recipients will be repeatedly recalled by them in conversations and on the Internet. It is therefore worth considering how to approach the creative process in order not only to create a stir around the brand, but also to positively influence its image and contribute to the growth of popularity. The specifics of the functioning of the human brain is an interesting area, often used by advertisers due to its primary role in decision-making, including purchasing decisions.
A word at the end
Are you planning to create a viral, engaging, and controversial ad? Approach the creative process wisely, take the time to analyze potential opportunities and the possibility of risk. Don't act too hastily, consider the interests of your target group and refrain from practices that could meet with their disapproval. This is not an easy task, so you need to demonstrate both creativity and empathy, as well as moderation.
Are you interested in our entry? We invite you to contact our specialists from the SEO agency .
The beginnings of shocking, or shock advertising
Where did the idea of shock advertising come from ? The beginnings date back to the ancient Romans, when men were encouraged to choose the theater as entertainment by featuring female characters. In the next historical era, the Middle Ages, burning witches at the stake was quite a spectacle. Nudity remains controversial to this day, although it all depends on the context and situation of its use.
Many brands decide to use the described country code +233, ghana phone numbers procedure in order to be noticed and remembered by the group of recipients. The created message should both intrigue and stimulate reflection. However, you cannot shock without a prior, well-thought-out marketing strategy. So what should be taken into account? Current trends in the industry, knowledge about the market and your own feelings about the successful creation of an advertisement.
What is the secret of shockvertising?
Controversy, shocking content, addressing situations that deviate from accepted social norms, breaking taboos – all of this makes up the phenomenon of shockvertising. The whole magic of shock ads lies in reaching for the right means of persuasion, and success is said to be achieved when it is remembered for a long time.
To enjoy lasting results, it is essential to prepare an action plan. In addition to researching the market and analyzing the mistakes made by competitors, it becomes necessary to verify the needs of the recipients. Success is the sum of creating a feeling of tension, consolidating the message in memory and ultimately persuading them to undertake a specific change.
Supporters vs. opponents of shock advertising
There are still disputes among marketers and psychologists about the effectiveness of the shocking technique. Supporters emphasize that it allows advertisers to stand out from companies that approach brand promotion with great caution. On the other hand, opponents of shockvertising point to the difficulties in maintaining balance when creating such messages. Shocking content that is not sufficiently exposed will not attract the attention of a demanding consumer, while too controversial content may cause the opposite of the intended effects and discourage the customer from using the brand's offer.
Does controversy always “sell”?
Why is shock an emotion that has two faces and is not always met with the approval of the recipient of the advertisement? It is a consequence of natural psychological processes. Unconscious implementation of scandalous content can contribute to causing cognitive dissonance and the adoption of a reserved attitude towards the message by the recipient. There is no guarantee that illustrating, for example, the drastic effects of smoking cigarettes or drinking excessive amounts of alcohol will motivate the addict to abandon unhealthy habits. In this case, one of the likely scenarios is the erasure of photographs used in the advertisement from memory.
Another risk directly related to the phenomenon of shock advertising is the possibility of losing the company's reputation. Therefore, if you are planning to prepare a shock ad, consider whether you are not directing offensive or discriminatory content at any of the social groups. There is a really thin line between what is thought-provoking, intriguing or surprising, and what violates the rules of "good taste".
How to succeed in creating controversial advertising messages?
Following your intuition is important, but it doesn't always work. We've prepared a few tips to help you avoid dissatisfying your audience or damaging your company's reputation. How can you successfully maneuver the emotion of shock in advertising?
First: focus on what you want to communicate to your recipients.
Secondly, present the ad design to recipients who differ in many ways (e.g. culturally or socially) and have different worldviews. This will allow you to draw conclusions about how the message will be interpreted by the general public.
Third: bear in mind that unfortunately not everyone will be happy with shock advertising. The most important thing is your target, although you may encounter negative opinions from people outside the defined target group.
An ad that is well-received by recipients will be repeatedly recalled by them in conversations and on the Internet. It is therefore worth considering how to approach the creative process in order not only to create a stir around the brand, but also to positively influence its image and contribute to the growth of popularity. The specifics of the functioning of the human brain is an interesting area, often used by advertisers due to its primary role in decision-making, including purchasing decisions.
A word at the end
Are you planning to create a viral, engaging, and controversial ad? Approach the creative process wisely, take the time to analyze potential opportunities and the possibility of risk. Don't act too hastily, consider the interests of your target group and refrain from practices that could meet with their disapproval. This is not an easy task, so you need to demonstrate both creativity and empathy, as well as moderation.
Are you interested in our entry? We invite you to contact our specialists from the SEO agency .