Wednesday, November 23, 2005


A journal article written by Lazar Dzamic and appearing in the November 22nd AIGA Voice describes the growing use of shock in advertising. Shock can be a positive way for a product to reposition itself, Dzamic says, but more often than not, young creatives, eager to make their mark quickly, push the envelope of good taste, depicting overtly inappropriate content. The journal article features several examples of shocking ads.

Jack Fund, Creative Director from California, says, "a student once sent me a spec campaign for mattresses featuring a boy in a coma. I suggested that he bring the campaign to an intensive care unit at a local hospital and ask family and staff members if they thought it was funny."

Although Dzamic states that shocking images might actually be appropriate when the intrinsic subject of the ad is shocking (such as in the case of the ASPCA), this November 1st blog entry describes a campaign where the art directors avoided such shocking images, resulting in a powerful and unsettling--but not nauseating--message.

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