Essay On Shock Advertising
1.16 Impact of Shock on the audience
The most important benefit of shock advertisements is the fact that it enhances brand recall. When people look at a shock advertisement they are immediately caught off guard and their attention is diverted to the advertisement. These advertisement also make use of different shock appeals such as fear, shame, violence, guilt and other negative affects meant to astonish audiences. This type of advertising can have a significant impact on the consumer’s mind if the message is appropriate and suits the target audience. For this very reason it is essential that marketers conduct proper research before using shock appeals because if the message is not clearly portrayed then it can be detrimental to the brand/product/company advertised.
A negative outcome of shock advertising lately has been that advertisers have been using it so repeatedly that it is losing its impact. For instance anti-smoking advertisements are losing effect because they have been portraying the exact same message every single time. To remain relevant it is highly essential for advertisers to innovate and touch the right
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The reason for this is that the youth are usually easy to target because they are open to new ideas and are early adopters. This group is a good target for shock advertisements especially because they are not conservative and don’t consider shocking images or appeals as offensive or obscene. Shock advertisements if seen by an older age group is usually considered obscene and they consider it in a very negative way; so much so that they may even avoid purchasing products or services of brands that use shock advertising. The age group of 18-30 is on other hand a good audience for shock advertisements because this is a stage where people become rebels and begin to voice their opinions. This is why for them shock advertisements are a good avenue to have their views
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