Auswahl der wissenschaftlichen Literatur zum Thema „Shock advertisement“

The essay is designed to present the phenomena of popular culture, its difference from pop culture, both products of modern West, and their impact on film and advertisement media in India. First, the discussion focuses on the Critical School which proposed the initial thesis of commodification of culture with a resultant “lowering” of standards to appeal to “the masses”, and an appeal to the “average” tastes. In the essay an argument is presented that pop culture is a “critique” of popular culture and is an elitist position attempting to shock popular mores and media content. Given this setting, it is argued that while India has followed both the globalizing popular and pop cultures, neither are adequate to encompass Indian media, specifically their film content.

The goals of this review are to evaluate the impact of socioeconomic (SE) status on the general health and cardiovascular health of individuals during the COVID-19 pandemic and also discuss the measures to address disparity. SE status is a strong predictor of premature morbidity and mortality within general health. A lower SE status also has implications of increased cardiovascular disease (CVD) mortality and poorer CVD risk factor profiles. CVD comorbidity is associated with a higher case severity and mortality rate from COVID-19, with both CVD and COVID-19 sharing important risk factors. The COVID-19 pandemic has adversely affected people of a lower SE status and of ethnic minority group, who in the most deprived regions are suffering double the mortality rate of the least deprived. The acute stress, economic recession and quarantine restrictions in the wake of COVID-19 are also predicted to cause a decline in mental health. This could pose substantial increase to CVD incidence, particularly with acute pathologies such as stroke, acute coronary syndrome and cardiogenic shock among lower SE status individuals and vulnerable elderly populations. Efforts to tackle SE status and CVD may aid in reducing avoidable deaths. The implementation of ‘upstream’ interventions and policies demonstrates promise in achieving the greatest population impact, aiming to protect and empower individuals. Specific measures may involve risk factor targeting restrictions on the availability and advertisement of tobacco, alcohol and high-fat and salt content food, and targeting SE disparity with healthy and secure workplaces.

The recent article entitled “Emotions and Prosocial Behaviors: A Study of the Effectiveness of Shocking Charity Campaigns” authored by Jeanne Albouy published in Recherche et Applications en Marketing provides important evidence on the effectiveness of shocking advertisements in the context of charity appeals. Specifically, this research highlights how the negative emotions and empathy that are produced by shock campaigns lead to positive attitudes toward the ad, the cause, and the intentions to help the charity. This work is important because it helps to resolve a conflict in the literature – namely, divergent findings that have shown both positive and negative outcomes for ads in charity campaigns that are emotional and raw in nature. Furthermore, like any good research, this work also seeds new opportunities for future investigation into the role of shock advertising in the context of charity communication campaigns. This commentary will look to highlight where additional research opportunities exist. Specifically, the discussion will center on three directions of potential interest: (1) a broader investigation into the notion of shock advertising in the context of charity campaigns, (2) understanding potential differences in how an audience is exposed to shock advertising and the implications therein, and (3) contemplating other outcome measures that could provide meaningful insight into how shock advertising has an impact in the marketplace.

Abstract In today’s economies the role of marketing cannot be underestimated, just the sole amount of media communications is astonishing not taking in consideration the different marketing and PR strategies involved. The most well-known tools include advertising, public relations, sales promotions, direct marketing and personal selling. There is an increasing number of advertisements that reach our attention by the presence of vulgarity, nudity or moral offenses. The aim of the article is to extensively review the literature of shock advertising namely shockvertising and to pinpoint its evolution in case of Benetton fashion brand. Shockvertising focuses on the idea of selling products through evoking terrifying and repulsive emotions. This type of advertising is used to sensitize people to religion, racism, war, poverty and other taboo topics. The descriptive method is used in order to describe such complex phenomena. The research is conducted in the form of a retrospective qualitative case study focusing on the historical events that are connected to the communications at Benetton. Through the following research a better understanding of shockvertising and its dynamics is reached and emotional reactions of a range of individuals is presented. In addition, the question of ethical considerations and the shock advertising effectiveness is analyzed.

Today’s infotainment clutter puts pressure on advertisers to come up with more surprising and more memorable ads. This need for novelty, creativity, and astonishment does set the expectation bar high, steering ads towards various means of eliciting surprise, including humour, shock, and taboo. In this paper, the author will try to investigate a set of multimodal advertising messages which use (debatable) humour and surprise, with a view to finding trans-cultural similarities and differences in terms of ad appreciation. The primary objective of this paper is to explore attitudinal responses of Taiwanese informants to controversial humorous advertisements in English; to this end, an online survey was conducted to ask them about their interpretations of and feelings towards a selection of ads. Its results will be compared with those obtained from Polish respondents, described in the author’s previous study (Stwora 2020).

The advertisements have a direct bearing on the socio-cultural,"m::*:li: academic, and psychological framework of the children. Constant watching of 1V programs and commercials affect child's social behavior. Behavior is referred to the way the child conducts oneself in his/ her social surroundings. Behavioral impact affects not only the child but also the associates and the environment of child's life, mainly comprising of the family, the school and the neighborhood friend, in terms of the shocks experienced by them. The study delves into identifying the impact of advertising on the social setup of child's world. The best way to understand the child's behavior is to look into the child's family and the social circle it is associated with The parent's responses and their opinions, give a true representation of the child's actual behavior. Hence the parents of the respondent children form a focal point of this study

Architectural lighting design aims to improve the image and aesthetics of an area or building at night known as the concept of city beautification, the lighting must also be able to meet the criteria of safety, orientation and security when implemented in areas or buildings with complex activities such as in an area adjacent to the traffic flow. Technological advances resulted in the change of commercial media communication facilities, such as static billboards turned into LED videotrons. The placement of videotrons needs to be considered on roads with motorized traffic flow, as it allows for the risk of accidents, as well as light pollution especially at night. This study used The Post Occupancy Evaluation (POE) method, the extent of the influence of videotron light on the comfort of driving a motor vehicle at the intersection of videotron Menteng Bintaro Park. The result of this research that the placement of videotron is the policy of local government, vendors and environmental managers by paying attention to the AMDAL before and after the facilities are installed, with road safety complementary facilities such as road boundaries and shock lines. Information about commercial advertisements on videotron Taman Menteng Bintaro as much as 80% for pedestrians and motorists get the information, compared to motorists as much as 60% do not get information. The light effect of videotron greatly affects the surrounding environment and there is a glare effect of light that changes suddenly with results for pedestrians (80%), motorists (60%) and the least of the motorists (50%), because of the more comfortable condition in driving. Desain pencahayaan arsitektural bertujuan untuk meningkatkan citra dan estetika sebuah kawasan atau bangunan pada malam hari yang dikenal dengan konsep city beautification, pencahayaan tersebut juga harus mampu memenuhi kriteria keselamatan, orientasi dan keamanan ketika diimplementasikan pada kawasan atau bangunan dengan aktivitas yang kompleks seperti pada sebuah kawasan yang berdekatan dengan arus lalu lintas. Kemajuan teknologi mengakibatkan perubahan sarana komunikasi media komersial, seperti papan reklame yang statis berubah menjadi videotron LED. Penempatan videotron perlu diperhatikan pada jalan dengan arus lalu lintas kendaran bermotor, karena memungkinkan untuk terjadinya resiko kecelakaan, serta polusi cahaya terutama pada malam hari. Penelitian ini menggunakan metoda Post Occupancy Evaluation (POE), sejauh mana pengaruh cahaya videotron terhadap kenyamanan mengemudi kendaraan bermotor di persimpangan videotron Taman Menteng Bintaro. Hasil penelitian ini adalah bahwa penempatan videotron merupakan kebijakan Pemda, vendor dan pengelola lingkungan dengan memperhatikan AMDAL sebelum dan sesudah fasilitas terpasang, dengan fasilitas pelengkap keamanan jalan seperti batas jalan dan garis kejut. Informasi mengenai iklan komersial pada videotron Taman Menteng Bintaro sebanyak 80% untuk pejalan kaki dan pengendara mobil mendapatkan informasinya, berbanding terbalik dengan pengendara motor sebanyak 60% tidak mendapatkan informasi. Efek cahaya dari videotron sangat mempengaruhi lingkungan sekitar dan terjadi efek silau dari cahaya yang berubah secara tiba-tiba dengan hasil untuk pejalan kaki (80%), pengendara motor (60%) dan paling sedikit dari pengendara mobil (50%), karena kondisi yang lebih nyaman dalam berkendara.

The research paper analyzes the effect of shock advertising on the buying behaviour of consumer. Behavioural scientists confirmed that there is positive effect of shock techniques in advertisement influences the buying behaviour of consumer. The research paper analyzes the shock advertisement components which have a negative attitude or positive attitude of shock advertisement and its effect on buying behaviour of consumer. Literature reviews have shows that positive consumer attitudes and negative consumer attitudes related to shock advertisements are affected by cultural and socio-demographic factors such as religiosity, age, moral code of conduct, gender, individualism and collectivism, and language of high context or language of low context. The theoretical model is made related to social-cultural factors and socio-demographic factors, buying behaviour of consumer, and the perception of consumer related to shock advertisement. The research finding suggests that the content of shock in advertisement enhances the benefit memory, attention and affect the consumer behaviour.

On December 12, 2000, the Federal Constitutional Court (FCC) issued its judgment concerning the controversial “shock” advertising campaign of the Italian fashion designer and retailer United Colors of Benetton. Momentaufnahme reported on the oral arguments before the FCC. (No. 3/2000 - Nov. 15, 2000). The Second Senate of the FCC found the 1995 decisions of the Federal Court of Justice (FCJ), which upheld bans on the Benetton advertisements, to be unconstitutional because the bans constituted an infringement of the constitutionally protected right to freely express one's opinion. The Benetton marketing campaign used large format photography depicting provocative issues, including: a duck smothered in oil, apparently from an oil-spill; children being exploited as laborers in a third-world factory; and a naked buttock bearing the stamp “H.I.V. Positive.” Publication of the Benetton advertisements had been challenged as “unfair competition” by a leading consumer protection group (Zentrale zur Bekämpfung unlauteren Wettbewerbs e.V., Bad Homburg).

To break through the clutter of advertisements, some advertisers uses sexual appeal as a technique to increase visibility and sales. The purpose of this study is to examine, from a Swedish and South Korean perspective, how the attitude towards sexual appeal in advertising differ between generations. Culture and age has been proven to be factors affecting attitude towards advertisements, and previous research has found that the attitude towards sexual appeal in advertising between Swedish and South Korean university students only differed slightly. To examine the attitudes, data was collected through a questionnaire. The results suggest that the attitudes of each age group are generally rather similar, regardless of culture. Ages 18 to 30 showed most negativity towards sexual appeal in advertisements.

In 2009 the New York City Department of Health and Mental Hygiene released two Public Service Advertisements regarding health initiatives entitled ‘Pouring on the Pounds’ and ‘Quit Smoking Today’ (New York Times, 2009). Both campaigns were documented by news media as “controversial” and “graphic” in nature, even “shocking” (New York Times, 2009, p. 2; New York Daily News, 2010, p. 1). An expert in advertising techniques, Dr. Steven Dahl contends that shock methods of advertising are comprised of three components; information, fear and surprise (Dahl 2003). The framework of this study is set first by analyzing the campaigns as shock according to Dahl’s components, then using a triangulated system of data analysis to assess the efficacy of applying the shock framework to these campaigns. Data analysis involves evaluating the visual components of the campaigns as shock and assessing the reactions of media and consumers to these government endorsed public service announcements. Textual Analysis (Hart & Daughton, 2005) of the campaign posters, which was deductively framed by Althusser’s (1971) Subject Positioning Theory and Dahl’s (2003) shock components revealed numerous condensations, tensions and ideological values represented in the posters. A Thematic Analysis (Boyatzis, 1998) of news articles and consumer commentary revealed twenty-five themes across the campaigns. The results support that Dahl’s shock components were strongly imbedded in the ‘Quit Smoking Today’ advertisements which displayed high levels of information, fear and surprise across all three data sets. The ‘Pouring on the Pounds’ campaign showed only minimal ratings of fear, while levels of information and surprise were high in the analyzed data sets. Conclusively both campaigns may be labeled as shocking and controversial but the minimal use of fear appeals in the ‘Pouring on the Pounds’ campaign illuminates possibilities for the expansion of Dahl’s shock advertising framework.
Thesis (M.A.)--Wichita State University, College of Liberal Arts and Sciences, Elliot School of Communication.

During most of the twentieth century, the production of America’s consumer culture was centralized in New York to an extent unparalleled in the history of the modern United States. Within a few square miles were the headquarters of broadcast networks like NBC and CBS, the editorial offices of book and magazine publishers, major newspapers, and advertising and design agencies. Every day tens of thousands of writers, editors, artists, performers, technicians, secretaries, and other white-collar workers made advertisements, produced media content, and enhanced the appearance of goods in order to boost sales. While this center of creativity has often been portrayed as a smoothly running machine, within these offices many white-collar workers challenged the managers and executives who directed their labor. This book examines these workers and New York’s culture industries throughout the twentieth century. As manufacturers and retailers competed to attract consumers’ attention, their advertising expenditures financed the growth of enterprises engaged in the production of culture. With the shock of the Great Depression, employees in these firms organized unions to improve their working conditions; launched alternative media and cultural endeavors supported by public, labor, or cooperative patronage; and fought in other ways to expand their creative autonomy. As blacklisting and attacks on unions undermined these efforts after the Second World War, workers in advertising, design, publishing, and broadcasting found themselves constrained in their ability to respond to economic dislocations and to combat discrimination on the basis of gender and race in these fields of cultural production.