Should social advertising campaigns offend to enlighten?

Interesting article. I like the part about sunglasses. I’ve been known to sit on my sunglasses or lose them somehow.

Anyway, advertising and marketing usually go for the “shock” factor. The more BUZZ an ad receives means people will see and talk about it. They may be inclined to purchase or boycott a product. You can do this either by “shaming” people or by creating a positive experience by connecting with the cultures. However, many people enjoy “sensationalism” in advertising. Just look at YouTube videos!

Very powerful ad. Outrage or no, it sends a message.

In this age of Mindless Masses, I say shock ‘em all! If thats what it takes to get people talking about the issues, then theres no other way to impact people.

I agree with Doug. The stronger the shock, the better. What’s wrong with an ice-cold shower of reality?

Thanks for this post, Christine.

The shock ads, like any ad, will only effect or convince some people. Unfortunately, ads have a great power over defining our culture. It could be good, like convincing people to donate money to Africa, but most of the time it’s bad, like convincing women that they are only pretty and happy when they shave their public hair (where is there an ad geared towards men shaving pubic hair?)

Isn’t the problem here that advertisers are forgetting to look through the eyes of the ‘ordinary’ person who is becoming immune to shock media.

For example, I looked at the above picture and thought ‘An African person with sunglasses, whoop woo.’ I didn’t care about imagery. If that had been in a magazine, I would have passed by with no second glance. Similarly, if the image had been more shocking showing a dead man in a crushed car with an arm sticking out holding a pair of sunglasses, I would have thought ‘Yuck’ and moved on.

Last night I watched a gorey horror movie. You can’t shock me any more. If you try, I pass by and look at something else. You are not catching my interest.

I don’t think they’re over the top. They are provocative, but actually, modern ads are themselves so designed to cross the line or come close to it – I had to look twice to realize that this is a social and not a commercial ad.

Maybe they’ll be effective. Hard to say.