Let's examine past ads that utilize the shockvertising as a strategy:
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| Burger King’s “Seven Incher” (2009) |
Due to the fact that 90% of Burger King Restaurants are franchised, it is difficult to govern each local advertising campaign. This ad obviously touches upon a pornographic pun. A Burger King franchise in Singapore launched this ad in 2009 and caused whirlwind of controversy. A BK representative assured the public that "[BK] values and respects all of its guests". Coincidentally this ad boosted sales.
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| Deadly Smoking Pics (2011) |
Recently, there has been a battle between the FDA forcing cigarette companies to put ghastly images of smoker’s lungs on every pack. Judge Richard Leon sided with the cigarette companies in ruling that they do not have to put the images on each pack. He claims the companies would essentially be advertising against themselves. The FDA appealed and the case may just end up in the Supreme Court.
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Shockvertising is certainly effective when conducted tastefully, and when it's not, it can be a big problem. The Burger King ad took a huge risk and suffered a due backlash (sex does sell, but really, Burger King?), so I wonder how it ultimately boosted sales? Controversy also sells, I suppose.
ReplyDeleteIn the case of the cigarette ad, both sides present a good argument, so it'll be interesting to see who wins. Probably businesses...
I love the idea of shockvertising! I think that something controversial keeps people talking, whether its negatively or positvely remembered at least the brand is being discussed. I dont see this type of advertising hurting companies in any way, people are always going to have critiques on advertisements no matter what kind of material they contain, so miswell give people something to talk about!
ReplyDeleteI think shockvertising is definitely an effective technique. At least the smoking ones creep me out and make me not wanna smoke because it makes me worry that I wont know how to quit and ill end up on one of the packages! Which s a really morbid thought, but it works! And I think it would be good if they could print that on pack in the U.S. Because they do in other countries. I don't think it works really for those who are already hooked but for those of us who do it socially and don't want it to become a habit, I think it speaks strongly. As for the Burger King ad, that's really funny, but I doubt we'd ever see that ad in the U.S. It's amusing that they got controversy about it but it still increased sales.
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