Caracteristics and Factors Influencing the Use of Shock Tactics in the Context of Social and Commercial Advertising

Abstract

For the national context, shock advertising is a relatively new field, little studied, but attracting increasing attention from both theorists and practitioners who are looking for innovative methods of communication. Research paper has focused on defining the elements and particularities of shock advertising, concluding that it must "intentionally and unexpectedly violate social norms for consumers", surprise and create negative emotions. Reviewing the diversity of theoretical concepts, the author develops a proper definition and a conceptual model of shock advertising. The research methodology focused on a complex approach and was based on the use of several scientific methods, such as: documentary analysis, synthesis, scientific abstraction, induction, deduction, systemic approach and comparative analysis. This stage of the methodological approach made it possible to substantiate the conceptual and theoretical framework of shock advertising and its impact on consumers. In analyzing the impact of advertising shock on consumer emotions and behavior, the literature states that the nature and intensity of consumer reaction is determined by the demographic and socio-cultural factors of the target segments, as well as by different advertising contexts. The intensity of shock in advertising messages perceived by women is higher than in men. The type and intensity of consumer reaction is determined by the advertising contexts in which shock tactics are used. UDC: 659.11:366.1; JEL: M1, M3.