Shock value

In advertising

Shock advertising or shockvertising is an type of advertising generally regarded as one that "deliberately, rather than inadvertently, startles and offends its audience by violating norms for social values and personal ideals". It is the employment in advertising or public relations of "graphic imagery and blunt slogans to highlight" a public policy issue, goods, or services. Shock advertising is designed principally to break through the advertising "clutter" to capture attention and create buzz, and also to attract an audience to a certain brand or bring awareness to a certain public service issue, health issue, or cause (e.g., urging drivers to use their seatbelts, promoting STD prevention, bringing awareness of racism and other injustices, or discouraging smoking among teens).

The Benetton Group has come under particular scrutiny for the use of shock advertisements in its campaigns, leading to public outrage and consumer complaints. However, several of Benetton's advertisements have also been the subject of much praise for heightening awareness of significant social issues and for "taking a stand" against infringements on human rights, civil liberties, and environmental rights.

Other shocking advertisements released by Benetton include an image of a duck covered in oil (addressing issues of oil spillage and the cleanliness of oceans), a man dying of AIDS, a soldier holding a human bone, as well as a newborn infant still attached to its umbilical cord, which "was intended as an anthem to life, but was one of the most censored visuals in the history of Benetton ads". Oliviero Toscani, a photographer for Benetton who contributed to many of its shocking advertisements, said, regarding the advertisement he created of a man dying from AIDS, that he wanted "to use the forum of poster advertising to make people aware of this [AIDS] tragedy at a time when no-one dared to show AIDS patients".