Shock marketing is a term that arises from the fusion of two words Shock: collision, violent impression, jolt and marketing, which means all the strategies of advertising.
It refers to advertising capable of creating a strong emotional impact on its audience.
This type of strategy is used in high-impact campaigns such as: alcohol, abandonment and violence against animals, meat consumption, abortion, racism, climate change, and social inequality.
This kind of advertising must have a shocking headline and must be purchased as such.
In fact, shock marketing identifies all those advertisements built around the idea of an emotional shock, a violent collision.
It is an effective tool for capturing the user's attention by being a vehicle for strong emotions, through which to try to achieve the goal.
Shock Marketing Strategies
How do we get the user who reads or watches this type of advertising to experience strong emotions?
Thanks to the content!
Content is a very important factor in eliciting emotions.
The bolder the content to be launched, the more it will push the boundaries of modesty, prejudices, states of anxiety or fear.
In practice, these types of strategies deal with the sense of fear, of the obscure, and the more you play with these emotions, the more effective the content will be.
This kind of advertising is usually used to convey social messages; however, for promoting a product, another ace can be played.
You can bet on provocation to promote something that often causes a sense of annoyance in the audience.
That is to hit someone brutally in the psyche: an example can be the advertising of Dolce & Gabbana where at the center there is a sexual act.
The recipients notice a forcefulness, a message somewhat out of context with respect to the product, and gratuitous provocation.
Examples of shock marketing
Set Yourself Free
Public service announcement produced for the Learn for Life Foundation of Western Australia.
It talks about teenagers who cross the limit of a military fence suffering the consequences of their reckless action.
At the end of the video there's the slogan "this is whats appenes when you slack off", which means "this is what happens when you go overboard".
"Get Unhooked" Anti-smoking Ads
British government anti-smoking posters depicting men and women with hooks in their mouths.
This advertisement illustrates how harmful smoking can be and attempts to jolt smokers into breaking the habit.
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