Some advertisers think it’s necessary to shock the viewer in order for him or her to pay attention to the ad. It’s like the public speaker who yelled out “Sex!” and then followed up with, “Now that I have your attention…” Great ads don’t work like this. Consider Paris Hilton’s controversial Hardee’s ad, which certainly got attention, but in the end didn’t improve hamburger sales. Using the shock factor to promote your business or non-profit will only play to your advantage if the subject matter lends itself to such an impact and if it is appropriate for the target audience.
Look at the following public service ad for Environment Waikato, created by Colenso BBDO/Auckland agency. This ad was a flier, placed on hundreds of cars, to remind people of the dangers of speeding. The tag at the bottom of the flier reads, “Please don’t speed near schools.”
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