• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Discuss how some advertising agencies use shock tactics to gain the audiences attention. Evaluate this technique with reference to one campaign - Barnardos.

Extracts from this document...


Discuss how some advertising agencies use shock tactics to gain the audiences attention. Evaluate this technique with reference to one campaign. Advertising agencies use shock tactics in their advertisements so that the audience would recognise the issue raised in the campaigns. Agencies do this so the audience feel sorry, guilty, horrified and make them see beyond their own lives. Barnardos have a reputation for using shock tactics in their advertising campaigns. They were forced to axe a pre-Christmas advertising campaign after the Advertising Standards Authority ruled the content to be too shocking. The campaign featured computer-generated images of newborn babies with cockroaches, syringes and methylated spirits in their mouths. ...read more.


However the ASA's argument was that the adverts might encourage people to mistreat children or themselves. There were four adverts released. One of the four did not upset the public because it showed a nice baby, well dressed with a silver spoon in it's mouth and the message "If only every child in the UK was born with a silver spoon". The baby looks happy and loved, this picture has the connotations of upper class. The other three pictures shows the babies with harmful objects in their mouths, this shows that they are living in poor conditions, unloved, unclean, and that they are born into a drug addiction or alcoholism environment. ...read more.


I think this specific Barnardos campaign has pushed the boundaries slightly too far and could have made the pictures more tasteful and appealing to the public. However because there has been such uproar about this particular campaign the company has had more publicity then perhaps intended. The reason that this campaign has had so many complaints from the public is because the adverts are making the audience think about what could be happening outside their life. The ideology is that the public don't want to see these adverts and want to turn a blind eye to the truth of what actually is happening outside their own life. However the adverts were made for the audience to see beyond what the images show, because obviously the images aren't real and it wouldn't happen to such an extent in real life. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Advertisements section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Advertisements essays

  1. Media Studies - Describe an advertising campaign that has caught your attention and explain ...

    Over the past couple of years the public have become almost unhealthily obsessed with this lifestyle, and many women try to emulate these celebrity looks, showing that the media has contributed to this increased obsession to be thin. The Dove "Campaign for Real Beauty" has, from the start, had the

  2. business four ps

    Consideration of relocation Here is an example of a shop to rent per annum (year) in Terminus Road in Eastbourne - The prime location for shops, salons, etc. This is just an example but there are many shops to let or for lease per annum on Terminus Road, Eastbourne and

  1. advertsing agency

    This is good for United Colors of Benetton as they can use young researchers who come out University help research on the things needed for them to advertise throughout the world, and know the type of clothing people would prefer to wear which can give an indication on the designs

  2. Marketing Media and Audience Feedback

    At present, The Sun is priced at 35p Monday to Friday, and 55p on Saturdays. The reason for the increase in price on a weekend is due to the fact that more content and features are included, such as free sections and supplements such as The Favourite and TV Magazine.

  1. Puffery in Advertising

    If the good outweights the bad, it tends to be a good action; if the bad outweights the good, it tends to be a bad action. According to theories of traditional-utilitarianism, the advertisement can minimize harms for customers and maximize benefits for company.

  2. Task2: how professional advertising agencies can contribute to the success of a marketing campaign

    Help in identifying the target audience The planning team will help determine the type of consumers at which to target the promotion at e.g. age, gender etc. Planning teams sometimes use market research to discover more about the consumer, which helps them to build a customer profile, or test proposed ideas before making the final decision.

  1. The History of AdvertisingTypes and Functions of AdvertisingAdvertising in mass media.Advertising agencyDomestic advertising

    and comfort of their ways of travel but also to publish their schedules and rates. In the 19th century two types of advertisement dominated: printed (calendars, lists, price-lists) and external (signboards of shops, taverns and warehouses). In Soviet times such outstanding persons as V.

  2. Professional Campaigns

    popular form of advertising would probably be the Internet or Television at the right times of the day for the audience. I will now go into some detail about each for of the above stated examples of advertising. Television: This form of advertising is one of the most popular types of advertising, because of its extremely broad audience range.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work