{"id":11949,"date":"2018-03-05T17:15:34","date_gmt":"2018-03-05T17:15:34","guid":{"rendered":"https:\/\/www.sisinternational.com\/shockvertising-and-shock-marketing\/"},"modified":"2025-09-16T23:30:07","modified_gmt":"2025-09-17T03:30:07","slug":"publicite-choc-et-marketing-choc","status":"publish","type":"post","link":"https:\/\/www.sisinternational.com\/fr\/publicite-choc-et-marketing-choc\/","title":{"rendered":"Shockvertising et marketing de choc"},"content":{"rendered":"
\"\u00c9tudes<\/figure>\n\n\n\n

<\/p>\n\n\n\n

Today’s advertising environment is filled with too many messages and not enough attention by consumers.  Shock Marketing is a field of marketing that provokes, inspires and stuns the public. This article explores the use and impact of shockvertising in advertising campaigns.<\/p>\n\n\n\n

Shockvertising and Shock Marketing are most often thought of and used in Social Marketing campaign.  In campaigns against drinking, animal brutality, meat consumption, abortion, racism, climate change and social inequality, advertisers grab headlines and priceless publicity that cannot be bought without the shock value.<\/p>\n\n\n\n

This advertisement below by Diesel catered to growing concern over rising sea tides due to climate change, particularly after Al Gore’s movie “An Inconvenient Truth” showed pictures of Manhattan flooding because of global warming.  The main message shows irony with having young people having to sunbathe on the top of a roof because of climate change’s flooding of Manhattan skyscrapers.  As she pours water into his mouth, it suggests that you can taste the water<\/a>.  While making a statement, it promotes Diesel’s clothing line.  Diesel mirrored the same message in other cities showing bathing suits, parrots and penguins in cities like Rio, Venice, and the North pole.<\/p>\n\n\n\n

Le sexe fait vendre<\/h2>\n\n\n\n

The old adage goes that sex sells.  But shockvertising goes beyond sex to make a statement or invoke powerful imagery to resonate.  What shocked Americans in 2009 was a Calvin Klein billboard in Soho in New York City.  What was shocking to Americans was not the sexuality, but having two heterosexual men with one woman.  A man sleeps on the floor below, giving the impression that he is dreaming of the situation above (supported by the faded dream-like top part of the billboard).  Freudian psychologists’ imaginations went wild interpreting the photo, and groupes familiaux<\/a> demanded that the ad be taken down.  Though the financial success of the campaign has not been made available, the amount of free publicity was a big boost to Calvin Klein in a selling environment filled with new boutique jean competitors.<\/p>\n\n\n\n

D\u2019autres marques de mode combinent publicit\u00e9 choc et sexualit\u00e9 suggestive.<\/p>\n\n\n\n

<\/p>\n\n\n\n

Other brands use symbolism to shock.  Here Sisley tries to convey a symbol of urban fashionistas, while shocking the viewer into remember the brand.  As Sisley mainly targets large urban centers, Sisley may not expect a large backlash from boycotts and outcries from the public.<\/p>\n\n\n\n

Publicit\u00e9 de choc civique<\/h2>\n\n\n\n

Even municipal governments use innovative shock marketing<\/a> to prevent people from walking in certain areas. Many governments use shock advertisements to prevent binge drinking, smoking, sexual behavior, and unsafe behavior.<\/p>\n\n\n\n

Les gouvernements peuvent utiliser la publicit\u00e9 choc<\/h2>\n\n\n\n

Vous trouverez ci-dessous un exemple de publicit\u00e9 choc sponsoris\u00e9e par le gouvernement australien.<\/p>\n\n\n\n

<\/span><\/span><\/p>\n\n\n\n

Gu\u00e9rilla marketing et tabagisme<\/h2>\n\n\n\n

Truth” uses guerrilla marketing techniques to shock people<\/a> to stop smoking.  This technique involved writing on toilet paper<\/a> about how ammonia, used to clean toilet bowls, is in cigarettes.<\/p>\n\n\n\n

<\/span><\/p>\n\n\n\n

Bien-\u00eatre animal et publicit\u00e9 choc<\/h2>\n\n\n\n

Animal cruelty organizations use Shock Marketing<\/a> to demonstrate their case.<\/p>\n\n\n\n

Une autre publicit\u00e9 choquante sur la cruaut\u00e9 envers les animaux et l'allaitement des animaux battus par les enfants.<\/p>\n\n\n\n

L\u2019histoire de la publicit\u00e9 choc<\/h2>\n\n\n\n

Les ann\u00e9es 90 ont vu l\u2019\u00e9mergence de tout ce qui concerne le \u00ab choc \u00bb. La rockeuse de choc Marilyn Manson a repouss\u00e9 les limites de la sensibilit\u00e9 artistique, tout comme son inspiration, Alice Cooper, l'avait fait dans les ann\u00e9es 70. Le diffuseur Howard Stern a lanc\u00e9 le ph\u00e9nom\u00e8ne du \u00ab\u00a0shock\u00a0jock\u00a0\u00bb, m\u00ealant une honn\u00eatet\u00e9 directe concernant sa vie personnelle et une approche de confrontation sans faille envers ses invit\u00e9s en studio. Manson et Stern ont tous deux obtenu de hauts niveaux de succ\u00e8s avec cette approche malgr\u00e9 la r\u00e9sistance notable des critiques et du grand public.<\/p>\n\n\n\n

Avant Manson et Stern, le magnat de la mode progressiste Luciano Benetton a test\u00e9 le Shockvertising avec une publicit\u00e9 provocatrice qui a attir\u00e9 l'attention du public de mani\u00e8re nouvelle et g\u00e9n\u00e9ratrice d'attention.<\/p>\n\n\n\n

Bien que consid\u00e9r\u00e9e par certains comme controvers\u00e9e, Benetton a insist\u00e9 sur le fait que la publicit\u00e9 n'\u00e9tait pas destin\u00e9e \u00e0 choquer, mais \u00e0 \u00e9lever la conscience du public. Son succ\u00e8s peut \u00eatre d\u00fb \u00e0 parts \u00e9gales aux deux facteurs.<\/p>\n\n\n\n

Creating advertising that confronted hot-button issues of the time, Benetton coupled arresting images with bold social messaging in a way that commanded consumer<\/a> attention and served to markedly increase public awareness of the brand.<\/p>\n\n\n\n

Campagne United Colors de Benetton<\/span><\/span>C'est peut-\u00eatre difficile \u00e0 imaginer aujourd'hui, mais en 1982, il \u00e9tait consid\u00e9r\u00e9 comme choquant de voir deux jeunes femmes envelopp\u00e9es dans une couverture, se tenant la main tout en tenant un b\u00e9b\u00e9 \u2013 toutes trois manifestement de races diff\u00e9rentes. Pourtant, ce faisant, Benetton a r\u00e9v\u00e9l\u00e9 publiquement une nouvelle tol\u00e9rance et une nouvelle diffusion des st\u00e9r\u00e9otypes homosexuels qui \u00e9taient r\u00e9volutionnaires \u00e0 l\u2019\u00e9poque.<\/p>\n\n\n\n

Campagne United Colors de Benetton<\/span><\/span>D\u2019autres publicit\u00e9s choc de Benetton ont suivi. Une personne amput\u00e9e avec une cuill\u00e8re en guise de main, luttant symboliquement contre la faim dans le monde. Le SIDA est abord\u00e9 sous un jour positif avec des pr\u00e9servatifs color\u00e9s et des images sexuelles. Trois v\u00e9ritables c\u0153urs humains, c\u00f4te \u00e0 c\u00f4te, \u00e9tiquet\u00e9s \u00ab\u00a0blanc, noir, jaune\u00a0\u00bb, illustrant notre similitude \u00e0 tous sous la surface. Il s\u2019agissait de campagnes efficaces qui ont \u00e9galement repouss\u00e9 les limites et contribu\u00e9 \u00e0 red\u00e9finir l\u2019acceptation sociale de sujets jusqu\u2019alors tabous.<\/p>\n\n\n\n

Cela n'a pas toujours fonctionn\u00e9. Une premi\u00e8re collaboration avec Benetton et le photographe Oliviero Toscano a photographi\u00e9 deux jeunes filles, en noir et blanc, ensemble. L'id\u00e9e a \u00e9chou\u00e9 lorsqu'une fille a \u00e9t\u00e9 repr\u00e9sent\u00e9e de mani\u00e8re ang\u00e9lique et que l'autre a \u00e9t\u00e9 pr\u00e9sent\u00e9e sous un jour plus d\u00e9moniaque avec ses cheveux coiff\u00e9s \u00e0 la mani\u00e8re d'une corne de diable. Cette perversion de l\u2019innocence n\u2019a pas plu au public. Une autre campagne cherchait \u00e0 utiliser de vrais condamn\u00e9s comme mod\u00e8les, un concept nouveau, mais qui apparaissait comme une sorte d\u2019approbation de la violence. Pourtant, malgr\u00e9 ces revers, Benetton a continu\u00e9 \u00e0 \u00e9lever la barre de la controverse, augmentant finalement la visibilit\u00e9 de la marque.<\/p>\n\n\n\n

Fra\u00eecheur inspirante<\/h2>\n\n\n\n

Aujourd'hui, la publicit\u00e9 choc persiste, des entreprises de premier plan employant des techniques similaires pour augmenter le quotient branch\u00e9 de leurs produits et se connecter avec des publics de plus en plus diversifi\u00e9s et tol\u00e9rants. Souvent, le facteur de choc est involontaire, car les entreprises refl\u00e8tent les int\u00e9r\u00eats personnels de leur PDG, parfois au d\u00e9triment de leur message global. Chick-Fil-A a r\u00e9cemment offens\u00e9 de nombreuses personnes en cherchant activement \u00e0 d\u00e9noncer le mariage homosexuel. Alors qu'un grand nombre de leurs clients fid\u00e8les ont adopt\u00e9 la position intransigeante de Chick-Fil-A, d'autres clients potentiels ont \u00e9t\u00e9 distanc\u00e9s par la campagne et les r\u00e9percussions n\u00e9gatives perdurent encore aujourd'hui.<\/p>\n\n\n\n

Forever 21\u2019s religious founder felt strong enough in his convictions to see that Christian scripture was included in each shopping bag. Whatever the repercussions of such an action, the company\u2019s resolute stance serves to brand<\/a> it as just that\u2013resolute\u2013which may serve its strategic marketing objectives.  An example was Sac Forever 21 avec versets bibliques.<\/span><\/span><\/p>\n\n\n\n

Inspirer le changement social<\/h2>\n\n\n\n

Les grands acteurs n\u2019h\u00e9sitent pas \u00e0 faire des r\u00e9v\u00e9lations choquantes lorsque cela r\u00e9pond \u00e0 leurs besoins. Google Chrome a r\u00e9cemment lanc\u00e9 sa campagne \u00ab It Gets Better \u00bb sur le programme t\u00e9l\u00e9vis\u00e9 populaire Glee. S'exprimant ouvertement contre la haine et l'intol\u00e9rance, Google Chrome se positionne bien aupr\u00e8s d'une population jeune qu'il courtise.<\/p>\n\n\n\n

Bill Gates, Microsoft et Amazon ont r\u00e9cemment eu recours \u00e0 des publicit\u00e9s visant \u00e0 combler les \u00e9carts entre des publics parfois disparates, adoptant \u00e0 la fois une position favorable au mariage tout en formulant ce message de mani\u00e8re \u00e0 promouvoir l'inclusion et la diversit\u00e9.<\/p>\n\n\n\n

Shockvertising isn\u2019t for everyone. Used effectively, it can send a message that elevates a business entity\u2019s profile and positions its brand<\/a> as forward-thinking. Used ineffectively, shockvertising can backfire and cause long-term brand damage. As volatile as it may be, shockvertising has become a commonly used approach in contemporary advertising.<\/p>\n\n\n\n

R\u00e9sum\u00e9<\/h2>\n\n\n\n

Marketers use shockvertising when the backlash will be less than the marginal gain.  If the marketer’s target segment reacted negatively to the ad, then the marketer may lose goodwill and customers<\/a>.  Marketers also make shockvertising meaningful.  If the advertisement is too abstract, consumers may not get the right message, a goal that is crucial in making an impact beyond the initial “shock”.<\/p>","protected":false},"excerpt":{"rendered":"

Explorez le monde du marketing de choc. Les sp\u00e9cialistes du marketing font des compromis lorsqu\u2019ils lancent de nouvelles publicit\u00e9s choquantes.<\/p>","protected":false},"author":1,"featured_media":62846,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[296],"tags":[],"class_list":["post-11949","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-branding-thought-leadership","generate-columns","tablet-grid-50","mobile-grid-100","grid-parent","grid-50"],"_links":{"self":[{"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/posts\/11949","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/comments?post=11949"}],"version-history":[{"count":5,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/posts\/11949\/revisions"}],"predecessor-version":[{"id":81609,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/posts\/11949\/revisions\/81609"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/media\/62846"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/media?parent=11949"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/categories?post=11949"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/tags?post=11949"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}