I think that advertisements that shock people can be very effective because it makes the viewer actually stop and rethink what exactly they just saw. But I also think that the shocking image can make people view the brand in a different light.
In the ad above for example the message is quite shocking and makes the viewer think about the killing of animals in a different way. But it also would make many people question the WWF's tactics. There are many people in the world who don't view animals as 'equals' or as beings worth saving and would be upset that they (the WWF) would compare the value of a human child's life to that of a wild animal.
The above link is to a blog where someone compiled 75 shocking ads. Quite a few of them are very strange and I can't help but wonder how they even promote the brand. For example:
This is an advertisement for some kind of chocolate, yet it features a young girl putting a canary through a meat grinder. The connection is not immediately made and honestly this ad makes me not want to eat their chocolate.
Shocking advertising can be effective if used properly, if not it can cause harm to the brand.
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