There is advertisement – and there is advertisement: Most ads have the intention to make people aware of a product, service or concept followed by the purchase and therefore “support the free-market economy” (Reschke: 1998, p. 1); but there are ads whose main aim is to inform people, more precisely to call their attention to a certain topic. Consequently, advertisements cause different reactions: Some ads make people smile or even giggle; some just communicate plane information; whilst others make people think and reflect; and again others literally shock people. Advertising campaigns such as the WWF 9/11 one, the “Get unhooked” ads or Antonio Federici’s banned campaign (q.v. Appendix 1-3) are only three examples on the list of campaigns banned in the 21st century due to unethical content. Those offensive advertisements include “messages that transgress laws and customs (e.g. anti-human rights), breach a moral or social code (e.g. profanity, vulgarity) or outrage the moral or physical senses (e.g. gratuitous use of violence, use of disgusting images)” (Chan et al.: 2007, p. 608). Researchers found out that adverts, which “are incongruent with social norms attract attention and are more likely to be retained in memory” (Gulas and Weinberger: 2006, p. 173). Attracting interest can be done on different ways: by either using attention attracting pictures, sounds, signs or just simple words and phrases.
Table of Contents
- Introduction
- Attention-seeking and shock effect: a theoretical overview on semiotics in advertising
- Qualitative analysis of shocking and attention-seeking print advertisements
- peta2
- HUMANS for ANIMALS
- Conclusion
Objectives and Key Themes
This work aims to investigate how advertisers utilize semiotic means to create a shocking effect in advertisements. It explores the theoretical framework of semiotics in advertising, focusing on how signs and symbols are used to attract attention and evoke strong emotional responses. The study then analyzes specific examples of shocking print advertisements to illustrate the practical application of these semiotic principles.
- The role of semiotics in attention-seeking advertising
- The definition and characteristics of shock advertising
- Analysis of semiotic techniques used in shock advertisements
- The relationship between shock advertising and social norms
- The ethical considerations of shock advertising
Chapter Summaries
Introduction: This chapter introduces the concept of shock advertising, differentiating between advertisements aimed at product promotion and those designed to raise awareness about specific issues. It highlights the varying reactions advertisements evoke, ranging from amusement to shock and indignation. The chapter establishes the central research question: how do advertisers use semiotic means to create a shocking effect? It also defines shock advertising based on the work of Trojan (2003) and Wünnenberg (1996), characterizing it as the use of imagery depicting misery and agony, often touching on sensitive topics, to create a psychological impact, sometimes with little or no connection to the advertised product.
Attention-seeking and shock effect: a theoretical overview on semiotics in advertising: This chapter provides a theoretical foundation by exploring the concept of semiotics, its origins in the work of Saussure and Peirce, and its application in advertising. It discusses different types of signs (symbols, icons, and indices) and how they function in creating meaning. The chapter contrasts Saussure's two-part model of the sign (signifier and signified) with Peirce's more nuanced approach, emphasizing the importance of interpretation and the potential for multiple meanings associated with a single sign. The chapter connects this theoretical framework to shock advertising, highlighting how the strategic use of signs and symbols contributes to its effectiveness in grabbing attention and provoking emotional responses. The significance of semiotics in the creation of shock advertising is emphasized, linking it to the ability of incongruent messages to attract attention and improve memorability.
Qualitative analysis of shocking and attention-seeking print advertisements: This chapter delves into a qualitative analysis of specific print advertisements from organizations like peta2 and HUMANS for ANIMALS. It examines how these organizations employ semiotic techniques to achieve a shocking effect, analyzing the visual elements, textual components, and the overall message conveyed. The chapter explores how the chosen semiotic elements contribute to the overall impact and effectiveness of the campaigns in generating attention and provoking emotional responses. The chapter would likely analyze the specific images and symbolic choices made by these organizations and how these choices interact with the overall message, connecting the analysis back to the theoretical framework established in the previous chapter. The analysis would potentially include a discussion of the ethical considerations and the potential consequences of utilizing shock tactics in advertising.
Keywords
Semiotics, shock advertising, attention-seeking, advertising, signs, symbols, icons, indices, Saussure, Peirce, peta2, HUMANS for ANIMALS, qualitative analysis, ethical considerations, emotional response.
Frequently Asked Questions: A Comprehensive Language Preview
What is the main topic of this academic work?
This academic work investigates how advertisers use semiotic means to create a shocking effect in advertisements. It focuses on the theoretical framework of semiotics in advertising and analyzes specific examples of shocking print advertisements to illustrate the practical application of these principles.
What are the key themes explored in this work?
Key themes include the role of semiotics in attention-seeking advertising, the definition and characteristics of shock advertising, analysis of semiotic techniques used in shock advertisements, the relationship between shock advertising and social norms, and the ethical considerations of shock advertising.
What theoretical framework is used in this analysis?
The work utilizes the theoretical framework of semiotics, drawing upon the work of Saussure and Peirce. It explores different types of signs (symbols, icons, and indices) and how they function in creating meaning, contrasting Saussure's and Peirce's models of the sign and emphasizing the importance of interpretation and multiple meanings.
Which organizations' advertisements are analyzed?
The qualitative analysis focuses on print advertisements from peta2 and HUMANS for ANIMALS, examining how these organizations employ semiotic techniques to achieve a shocking effect.
What kind of analysis is conducted on the advertisements?
A qualitative analysis is conducted, examining the visual elements, textual components, and the overall message conveyed in the selected advertisements. The analysis explores how the chosen semiotic elements contribute to the overall impact and effectiveness of the campaigns.
What is the methodology of this work?
The work combines theoretical exploration of semiotics in advertising with a qualitative analysis of specific print advertisements. It aims to connect the theoretical framework to the practical application of semiotic principles in creating shocking advertisements.
What are the ethical considerations discussed?
The work addresses the ethical considerations of using shock tactics in advertising, acknowledging the potential consequences and varying reactions (amusement to shock and indignation) such campaigns can evoke.
What is the central research question?
The central research question is: How do advertisers use semiotic means to create a shocking effect?
What are the key terms used in this work?
Key terms include semiotics, shock advertising, attention-seeking, advertising, signs, symbols, icons, indices, Saussure, Peirce, peta2, HUMANS for ANIMALS, qualitative analysis, ethical considerations, and emotional response.
What is included in the Table of Contents?
The table of contents includes an introduction, a chapter on attention-seeking and shock effect with a theoretical overview of semiotics in advertising, a chapter on the qualitative analysis of shocking and attention-seeking print advertisements (including peta2 and HUMANS for ANIMALS), and a conclusion.
How is shock advertising defined in this work?
Shock advertising is defined as the use of imagery depicting misery and agony, often touching on sensitive topics, to create a psychological impact, sometimes with little or no connection to the advertised product (drawing upon the work of Trojan (2003) and Wünnenberg (1996)).
- Quote paper
- B.A. Corinna Colette Vellnagel (Author), 2011, Semiotics and Shock Advertisement, Munich, GRIN Verlag, https://www.grin.com/document/167173
