Shock Advertising; Its Justification and the Effects on Society

Advertising encapsulates both the realities and fantasies of the world in which we live (Cortesse, 1999). Dating back to the Roman era, advertising has been used as a communications medium, revolutionising the way in which people view the world around them and changing the lifestyle of those who surrender to its calls. However, the power of this medium is grossly underestimated. To many, advertising is seen as an enjoyable form of persuasive artwork, capable of igniting ones’ emotions irrespective of age, gender or socio-economic status. To others, advertising presents a platform for advertisers to exploit their creative talents, formulating deceiving, provocative and highly controversial advertisements, staged before our very own eyes or ears. Sadly, this is a truer depiction of the advertising world. Although many choose to concentrate on the positive influence it continues to provide and the reward it holds for this who use it respectfully. Many however choose to neglect the damaging effects advertising has had on the moral and ethical high grounds on which some elements of society rest. Fundamental misconceptions and distorted truths can often be blamed on advertising campaigns that choose to shock their audience for the sake of generating publicity. The debate argued within this paper seeks to decipher whether shock advertising is predominately justifiable, based as it is upon the frequent misuse and exploitation of sensitive and delicate issues. The paper also questions whether the intentions were morally and ethically justified (Wnek, 2003), in spite of causing widespread public offence. More often than not, advertising agencies are oblivious to the damaging effects that shock advertising continues to have on society. It leaves those responsible to grapple with the burdening question of whether images and literature used in advertising campaigns pose a risk of introducing messages that contain impurities into the most vulnerable elements of society and our society as a whole. This paper draws in views gathered during interviews with the Advertising Standards Authority and OfCom, based in the United Kingdom, together with perspectives from advertising agencies to present a consideration of both the reasons for and the impact of using shock tactics within advertising. Do advertisers perceive that a highly controversial and offensive advertisement is a success if publicity and profit were generated, despite considerable public complaints? Are agencies lowering their standards of advertising through the use of such controversial material? Where do they, and the regulatory bodies, see advertising progressing in the future and what effect might this have on society as a whole? Concern for the future of advertising is therefore in need of much attention, since the consequences of neglect may be damaging to our future prosperity. The study highlights the much-needed role for a greater responsibility to be exercised throughout the industry, together with an effective regulatory framework, void of any potential loopholes.