10 Using shockvertising techniques might cause some risks of backlash: it can lead to adverse public reactions, damaging the brand s reputation, or a possible desensitisation. Look on the Internet for some of the most famous examples of shockvertising adverts. SHOCK AND PROVOCATION Provocative narratives A good strategy to communicate and to be remembered is focusing on wonder, surprise, and not being perceived as mainstream, but as something special. Creativity and imagination can make things interesting and attention-grabbing, and this happens because original forms of communication trigger an unexpected reaction in people. Provocation is a perfect tool to obtain such a reaction, and true provocation is based on the ability to shock: the shock value, or shock factor, is the potential of an image, text, action, or other form of communication to cause a reaction of disgust, anger, fear, or similar strong negative emotions. And where does the power of shock lie? Precisely in the strong emotion it triggers, which will be analysed, thought upon, and, most of all, remembered. Disruptive marketing Companies often use this powerful tool in order to attract attention and remain in the minds of consumers, even though it is becoming more and more difficult to do so in the current media environment, where postmodernism, globalisation, and continuous media exposure have totally changed the norms and taboos of society. Disruptive marketing this is the appropriate term goes beyond classic marketing paradigms by getting consumers to think differently, using shocking images to attract attention. It s about constantly trying bold and irreverent new tactics that have never been tried before. Instead of following the status quo or sticking to what brands already know works, they try new methods that people haven t seen before. UNPL X STIC INDIA An initiative of The Times of India Shockvertising A result of this technique is shockvertising , a type of advertising which focuses on the idea of selling products through controversial issues or repulsion, by sensitising people to religion, racism, and other taboo topics. The main pioneers of shockvertising include Benetton, Diesel, and Calvin Klein, which have all tackled religion, sexuality, and race. backlash: reazione negativa bold: audace mainstream: convenzionale, comune to stick: attaccarsi to tackle: affrontare to trigger: scatenare wonder: meraviglia 30 COMMUNICATION AND PSYCHOLOGY