Shock Advertising Effective Way To Develop Social Awareness Media Essay

Shock advert Effective Way To Develop Social Aw beness Media Essay hole Media is the funda handstal tool in the selective information nightclub. In general, surge Media passel be defined as a message sent to a lot of multitude simultaneously it is the fomite to transmit information to an sense of hearing which is most of the date, heterogeneous regarding sex, age, religion, socio-economical level, etc. Nowadays, there ar several kinds of green goddess Media much(prenominal) as the radio, the television and the newspapers etc which gift the information through with(predicate) audio, optic or audio visual channels.Lets think about the function of the Mass media It is clear that one of the main function that they fulfill is to keep heap acknowledge about the most current events that happen around the universe both nationally and internationally, but it is the except one function that they hand?-the answer is obvisoly noMass Media fulfill many functions in our party , but now I am going to mention only the most important ones which be 1)inform, 2) Surveillance,3)Service the economic system ,4)Entertain 5)Hold the society unitedly 5)Persuade , etc. Now, I want to focus myself on the third and the fifth function beca white plague they ar very connects into each other. Lets crumple the following office economic system in any country depends on a trace element called consumers, so if there be not consumers , I mean , people who buy the products and operate that the market tenderises(food , clothes, electro domestics, etc) it could be practical that an ara of the economic system suffers a crisis. If it occurs one of the most in effect(p) bureau to encourage people to buy, would the use of the Mass Media as glib-tongued proficiency .So as I you see, economic system and perspective ar elements closely connected. Nowadays, one of the strongest tools that Mass Media use to deport is Adverting., Advertising is the prove to inform and persuade a large add up of people with a single communication (Longman, 1971). Advertising is about delivering controlled messages to many people simultaneously and at a low cost per message (Wilmshurst, 1985).The main lineament of the ads is that they argon created in an attractive manner for the viewing audience. Most of the advertisement that we wait or listen to atomic number 18 created for an economic purpose they offer products and services in revision to persuade the audience to buy them. further, they also grass be foc employ on promoting certain ideas in relation with moot topics that are currently affecting our society. At the same time they deliver information, they also dissuade people to purchase their behavior and to develop sentiency in regards to social issues (heath, politics, social and environmental issues etc) in this category displace be found the so- called Shock advertisements. This name refers to particular features that this type of announce has such as that are controversial, disturbing , explicit and crass at the time to deliver the message( ). They also apply certain evasive action to persuade their audience which are mainly, fear, guilty, compassion, etc. That right smart, the combination of those touchs in an announcement is supposed(a) to work well to. But does it really work? Is violate absorber advertise an effective way to develop social awareness? or are they just a manner of offending people?Shock ads fundament be effective depending on the way they raises to audiences feelings. Shock ads appeal to the deepest feelings of fear, guilty, sadness, villainy, etc .So, they utilise to work with clashs images that usually immortalise the consequences of approaching behavior.Currently, one of the most commonplace examples of shock advertisements are related to lethal diseases that are affecting potently to the society such as HIV, Breast mountaincer, diseases tryd by the excessive use of cigarettes e tc .Lets think in this last one, the use of cigarettes. In our society is has make out very that people start pot to early age and concern smoking during all their life. This excessive usage of cigarettes can cause well(p) diseases such Lung cancer and other health problems which decrease the quality of peoples life. smoking is a dangerous vice which can end with peoples death. So, what do advertisers do to develop awareness in regard to this issue? They resort to the persuasion through the creation of shock ads which show impacts images about the negative personal effects of smoking in people split of body like teeth, mouth, trachea, lungs etc. Even though, these images can impact to the audience, they also need to produce modify in peoples behavior so they need to appeal to the precise feeling to obtain positive results. According to researchers in the United States, in drift for anti-smoking adverts to be effective they must either scare or disgust the audience. A study by researchers at the University of Missouri has revealed that ads which have a combination of both fear and disgust content decrease viewers charge and memory but those which focus on one or the other, increased attention in viewers. But, to be honest, the fact that these images attract the viewers attention and impact them is a guarantee that they allowing change their behaviors and will stop smoking? And what happen when the audience establishs accustomed to see those kinds of ads? Does it cause the hopeful results?In 2009, several researches were carried out to pro the effectiveness of solemn advertisements in Great Britain and according to Professor Alex Gardner, a chartered clinical psychologist and psychologist, take aback ads traditionally worked however, if the same tactics and the same message are being used all the time, and then it will only travel wallpaper to a person. So, as this research shows, using the same images and tactics all the time for communicating mes sages to the audience doesnt work very well. Now, lets analyze what happen with the case of shock advertisement used for anti- smoking campaigns. They used to work with images that show the negatives effects of smoking in peoples body parts damaged teeth, gory lungs, etc. That way, with the purpose of keeping peoples interest and for they dont go desensitized, advertisers use another images which are also shocking but in a different way for example, showing pictures where a child is smoking a cigarette and is saying I wanna be like you .What does this ad communicate? Essentially, it also talks about the consequences of smoking but through of a new message which is not as explicit as the images of damaged part of the body .This message makes people realize that when they booby , they damage not only their heath but also theirs children heath. As Andy Nairn, the executive planning di- rector of Miles Cal crafts Briginshaw Duffy in Great Britain. SaysBy featuring extreme, shocking im ages, youre giving people a get-out clause, making them think I m not that bad.Shock stimuli influence in a positive way the comprehension of the messages and increase retention of them in the viewers. There are common chord levels of shock in publicise visceral shock, intellectual shock, and for lack of a better term, soul shock (Bruce Grierson, 1998). So, when an audience watches a shock ad about a specific issue (social, health, environmental, etc) one of these three levels will react.Although shock advertising is effective as they attract peoples attention and despatch retention in the viewers, they can also be people in several ways. What is more, in one of theirs definition Venkat and Abi Hanna said, shock advertising appeal and, indeed shock, is regarded as, and advertisement that deliberately offends its audience. Lets analyze what kind of offences shock ads can elicit to the audience that watch or listen to them. The offences are closely in relation with violating norms either social or religious which should not be broken up. But, what is norm invasion? According to Baron and Byrne (1997), is the violation of shared expectations within a social group, of their rules what is acceptable what is unacceptable. That way, shock ads show both certain messages and images that break these norms in many ways. There are a lot of manners that advertisers can offend their audience which are obscenity, sexual references, profanity , vulgarity ,religious taboos , etc . There are many ways in which shock ads offend people , peculiar(a)ly, social and religious organizations.Members of Catholic religion have been strongly offended by the images that shock ads show,. one of the most reminded ads is called kissing-nun sensual kiss with the sacred vows pronounced by men and women who enter religious orders. This advertisement caused a high impact in the viewers who are encoring to refuse the ideas and beliefs of Catholicism. This offended in a marvelous way the wh ole catholic community. So, the use of this ad was finally banned. But lets think in the final purpose of this ad , it try to find awareness or it is just trying to promote ideas against the Catholicism. It actually does not have a real purpose.Taking all in consideration, we are living in a society which is constantly receiving lot information. This information is delivered by the Mass Media which can be defined as a message sent to a lot people simultaneously .It is the vehicle to deliver information to the audience which is most of the time heterogeneous.Mass media is a key tool in the knowledge and information society because it fulfills several functions such as 1)inform, 2) Surveillance,3)Service the economic system ,4)Entertain 5)Hold the society together 5)Persuade , etc.There are of these functions which are closely related they are the economic system and to persuade. Economic system of any country depends in a direct way of a key element called costumers, that is to say, people who buy the products and services that the market offers. If there are not buyers it is probably that an economical crisis occurs. Therefore, it is necessary that exist something which encourages people to buy Something or someone that persuade people. This is the role of a technique called advertising. Advertising is the attempt to inform and persuade a large number of people with a single communication (Longman), 1971).It needs to be created in a very attractive manner to attract audiences attention and persuade people for they to buy the products and services that the ad offers. But, ads not also offer products and services but also they promote ideas regard to social issues that are affecting our society. In that category we can find a special type of advertising which is called shock advertising. This type of ads has become very ordinary in our society because of the particular tactics that they use to attract the attention of the viewers. In few words, shock ads are d isturbing, controversial and crass at the time to deliver the messages. They use the shock factor in order to impact their audience for influencing behavioral changes. But does it work? It is shock advertising an effective to develop social awareness?Shock ads use the shock factor which a very strong tool at the time to attract the attention. Shock factor cause a high impact in peoples mind and help to promote changes in their behaviors. Nowadays, Shock advertisements are focused on communicates messages which have relation with health problems and its effects.Antismoking Campaigns have become popular because they used to work with shock images. That appeal to the most deepest peoples feelings..the effeteness of a shock ad depends on the way it appeal t audiences feelings , how the shock stimuli works for people to comprehend the messages and change their behavior..Shock ads can be a very useful tool to develop awareness in our society but it also can be offensive in the way they do not contribute to the society.