Shockvertising – provocation or right matter?


Advertising is an inseparable part of marketing. However, is it right to use aggression, shock and manipulation to win a battle for clients? Or maybe this question is unfounded and  advertising rules its own laws? When some claim that contemporary advertising  trivialise an evil, others believe that shock can bring visible and positive effect on our behaviour.

Every day we are flooded by hundreds of ads and most of them don’t differ from each other. Copywriters should be really imaginative to create something extraordinary. Competitive ads’ market needs to create  a message which will attract our attention.

Shockvertising – is a type of advertising based on shock,  eye-catching graphics, unwonted slogans or pictures. Its main aim is to capture our attention, create buzz and raise people’s awareness to important issues e.g. health care and problems, smoking, violence.

Some examples of shockvertising

1. United Colors of Benetton

Number one is reserved for Oliviero Toscani – famous Italian photographer  whose projects were used in promotion of Benetton’s company (United colors of Benetton). Toscani isn’t afraid of scandal or shock in his masterpieces: one of them shows a kiss between priest and a nun. He also created a social campaign against anorexia. A lot of his photographs caused uproar but we need to say that they successfully draw  attention and emphasise important social problems e.g: racism, hunger.

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Taken from: http://gkhalsa.wordpress.com/category/uncategorized/

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Taken from: http://gkhalsa.wordpress.com/category/uncategorized/

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Taken from: http://www.adweek.com/news/advertising-branding/advertisings-shock-troops-138377

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Taken from: http://gkhalsa.wordpress.com/category/uncategorized/

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Taken from: http://gkhalsa.wordpress.com/category/uncategorized/

2. Carl’s Junior Burger

Shockvertising is not always based on shock or aggression but e.g on sex. Below you can watch a “burger commercial” – it is confusing because we watch a half naked celebrity Paris Hilton, washing car and touching her body with desire. So where is the main star of this commercial – the burger? I don’t see anything wrong in using some sex message but only when it relates to the product. Here, I can’t see link between the burger and Paris Hilton. Or, wait.. Of course, the burger is as spicy as Paris in this video.

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Taken from: http://blog.cookingchanneltv.com/2012/05/13/worst-celebrity-food-endorsements/

3. Calvin Klein

Calvin Klein is also known for using shock in his adverts. Mostly, he pictured young models lying on each other in sexual poses and exhibiting their bodies. Can we talk about crossing the line in his messages? They are based on sex, desire, mystery and to my mind show real personality and image of the brand.  However, some of them were banned.

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Taken from: http://culturewav.es/public_thought/103102

Once again, designer Calvin Klein is mired in controversy for his provocative ads. His latest ad for Calvin Klein jeans has been banned in Australia after the continent’s Advertising Standards Bureau ruled that it was ‘suggestive of violence and rape’.

www.nydailynews.com

Lara Stone, the gap-toothed face of the brand is seen lying on her back on the lap of one shirtless male model who is holding her hair. Another shirtless model is hovering above her, his hand beneath he

www.nydailynews.com

Polish shockvertising

1.Cropp Town – „Szyjemy inaczej”

This commercial is based on sexual subtexts

2.Heyah – still remains very controversial. This commercial was banned. Accusation: dangerous to children’s mental development

3. House

Provocation in HOUSE campaign “Virginity”. Brand dedicates her clothes for girl between 19-25 years old. Some of billboards showed a girl in sexual pose when others represented her praying with slogan” Guard me father”. They were banned. Accusation: offend religious feelings.Obrazek

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Pictures taken from: http://blokreklamowy.blogspot.com/2011/04/shockvertising-po-polsku.html

Shockvertising in social campaigns

Shock in advertising is usually perceived as something unusual but it has also positive aspects. We can observe it in social campaigns. Typical posters, commercials don’t appeal to people. Researchs conducted in the University of Stirling and the Open University showed that ads which are based on fear are far more effective than customary messages.  But there is one condition – they should also offer support or advice how to solve the problem.

Anti-smoking campaign in Australia

Idea was based on showing disgusting photos of smokers’ organs.

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Taken from: http://bi.gazeta.pl/im/6f/f1/bb/z12317039P,Paczki-papierosow-z-Australii-ze-zdjeciami-obrazuj.jpg

Drive safe in helmet

Another example of social campaign was realized by Asia Injury Prevention Foundation. They pointed out that 97% of Vietnameses motorcyclists don’t wear helmets during riding. Explainations were frivolous e.g. helmet destroys my haircut. Campaign was based on black and white photos of motorcyclists after head injury. The effect was visibly successful: the number of people wearing helmets rised from 3 to 10%. In 2007, the Vietnamese government established an obligation- wear helmet while riding.

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Taken from: http://www.blog.mediafun.pl/nos-kask/

Christmassy marketing – review of Christmas ads


It is said that Coca Cola’s commercial announces Christmas. For many people (not only childeren) the first thought connected with Christmas is white bear, bottle of Coca Cola and red illuminated car. Undoubtedly, this holiday seems to be commercialised – Christmas is one of the hottiest period for marketers. Our attention is limited, emotions seem to prevail. We want to spend this magical time in peace but every moment, wherever we go, we are sorrounded by eye-catching adverts, promotions and radio/tv commercial. Some companies decided to launch typical Chrismassy spots: based on friendly atmosphere. But there are also many brands which choose newness, shock and controversy.

  1. Coca Cola 

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Latest Coca Cola christmas commercial

2. McDonald’s

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3. Mercedes

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4. Adidas

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5. Amnesty International

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6. Animal rights defeat

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7. Pepsi commercial (50′)

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8. Jeep

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9. Chuck Norris – Merry Christmas 

Some old christmas ads from KODAK: 

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Kodak – 1910

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The age of intelligent things


A picture you can see below is a satiric way of proving that we can be particularly anonymous on the Internet.
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Today we can easily exchange the dog by a fridge. Why? Because starting from 2010 we have been observing so-called third wave of the Internet – Internet of Things (IOT). Imagine the situation: your alrm clock is ringing and in the same time the signal is sent to kettle and in some minutes you will drink hot tea or coffee.

IOT – thanks to access to the Internet devices can communicate with each other without help of people. We call them “intelligent devices”.

To show you better what I am writing about, please see a short video:

Some examples of intelligent devices and things:

  • BlackSocks – inbuilt detector RFID help you segregate your socks so don’t worry about missing one in your washing machine 😉 How does it work? See the video :
  • Hop suitcase – problems with carrying suitsaces? Never again! Now your new suitcase will follow you  as it is connected with your mobile phone.
  • Botaniccalls – specific detector put into flowerpot will tell you when it is the right time to water your flower
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Why it is so important to invest in intelligent things?

FOR IOT: 

  • they ease our daily life: from kitchen, traffic to pharmaceutical business
  • they can communicate without people’s help
  • technological development

Against IOT: 

  • bigger unemployment ( machiness will replace people)
  • depersonalisation
  • faster battery usage ( During International CES 2013 engineers showed SpareOne phone. It has one battery AA and can easily “live” for 15 years (!) when it is not used and 10 hours when you call

 

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Viral marketing


Today I want to take you to a viral marketing  journey .

Firstly, my short definition of this phenomenal way of promoting your company, brand, yourself.

Viral marketing is when your company (or a person) create some content related to its product, brand and put it on the Internet. Then this content started to live its own life, people sent it to their friends, put links on their profiles and started talking about it. No matter what it is about, the most important thing is an idea, creating smoething new, controversial, funny.

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  1. Drive Recklessy – it is a parody of social campaign preventing from speeding but in very controversial way. This video was seen 1,7 million times all over the world and generated 82,3% posts on Facebook from 12-20.09.2011.

https://www.youtube.com/watch?v=9S75Rfva9O8

     2. Pure Evil Crew by Cropp – it was a part of CROPP company campaign.

https://www.youtube.com/watch?v=fEU0BnpI51I

     3. Mentos Rainbow – lepiej wiedzieć co Cię czeka – polish advert

https://www.youtube.com/watch?v=EKznws2Vjog

Viral videos not always promoting new brands but sometimes shows funny situations. Some of them was selected by Ellen so enjoy 🙂

https://www.youtube.com/watch?v=MgmmIQFrdxs

If you’re interested in this topic, I truly reccomend you some books and articles.

The art of confidence;)


A short handbook which tells how to be confident 😉 I hope that it will inspire you somehow.

1. Concentrate on your abilities not weaknesses

You don’t have to be good at everything. Some of us are good in maths so they will be looking for a job in banks or financial corporations. Others are good in geography, medicine or sociology. Find a job which goes with your education, abilities and passion. For example, I am good at writing, so I am a journalism 😉

Mamy people focus on their shortcomings. Istead of noticing a wonderful overall, we see individual defects. For exaple, your boyfriend invited you on a date. You are so excided but on the date day you saw a big spot on your forehead. You are running scared! You think that the boy will only see your spot but in reality it’s not as big as you see it in the mirror. You exaggerate as you want to be perfect. Remember: No one is perfect! And this spot won’t make that boy resign from your love.

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Bible says: Everybody has a talent. It is given from God, he decided about our abilities. So appreciate what you have, improve it or bury deep under ground. It’s up to you.

Concentrate on what you can do the best! Don’t think about weaknesses! They won’t help you to reach your goal. Even worse, they will interrupt you and always try to tell you that: “You won’t achive anything! You’re too weak! Don’t let them win!

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2. Don’t compare yourself with others

The main reason of people’s lack of confidence is observing other people. We look for similarities and differences. When we found somebody who is far prettier or smarter than we are, we started hating this people. But why?  Why do we treat them as an enemy? If you called somebody foolish or stupid you won’t be more intelligent as a result. 

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Remember: God created everybody as a unrepeatable creatures 😉 Don’t try to copy others and stop hating them.