In the cluttered word of today’s mass communication marketers will do anything to grab people’s attention and so they will design and produce any controversial content disregarding social norms of instant market success. Their rapacity combined with consumers’ growing indifference gave birth to shockadvertising. It is defined as the use of frightening, offensive, taboo, and emotion-provoking words, images or concepts to sell a product or an idea. The message is meant to nail the consumers’ scanning mode and wandering attention in hope that the initial shock will burn the accompanying brand name or idea into the viewer’s memory.
The aim of the seminar: While shockadvertising as a marketing phenomenon is the focal point of the seminar we will also consider various topic related to its specificity.
Reading: Naoki Onishi "The Puritan Origins of American Taboos", The Japanese Journal of America Studies, No 10. 1999
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