{"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":"shockvertising-i-marketing-szokowy","status":"publish","type":"post","link":"https:\/\/www.sisinternational.com\/pl\/shockvertising-i-marketing-szokowy\/","title":{"rendered":"Shockvertising i marketing szokuj\u0105cy"},"content":{"rendered":"
\"SIS<\/figure>\n\n\n\n

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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

Seks si\u0119 sprzedaje<\/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 grupy rodzinne<\/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

Inne marki modowe \u0142\u0105cz\u0105 szokuj\u0105c\u0105 reklam\u0119 z sugestywn\u0105 seksualno\u015bci\u0105.<\/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

Reklama szokowa obywatelska<\/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

Rz\u0105dy mog\u0105 stosowa\u0107 szokow\u0105 reklam\u0119<\/h2>\n\n\n\n

Poni\u017cej znajduje si\u0119 przyk\u0142ad reklamy szokuj\u0105cej sponsorowanej przez rz\u0105d Australii.<\/p>\n\n\n\n

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

Marketing partyzancki i palenie<\/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

Dobrostan zwierz\u0105t i reklama szokowa<\/h2>\n\n\n\n

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

Kolejna szokuj\u0105ca reklama o zn\u0119caniu si\u0119 nad zwierz\u0119tami i ssaniu przez dzieci ich piersi.<\/p>\n\n\n\n

Historia Shockvertisingu<\/h2>\n\n\n\n

Lata 90. przynios\u0142y pojawienie si\u0119 wszystkiego, co 'szokowe'. Shock-rocker, Marilyn Manson, przesun\u0105\u0142 granice wra\u017cliwo\u015bci artystycznej, tak jak jego inspiracja, Alice Cooper, zrobi\u0142 to w latach 70. Prezenter, Howard Stern, zapocz\u0105tkowa\u0142 fenomen 'szokuj\u0105cych prezenter\u00f3w', \u0142\u0105cz\u0105c bezkompromisow\u0105 szczero\u015b\u0107 dotycz\u0105c\u0105 jego \u017cycia osobistego z bezkompromisowym, konfrontacyjnym podej\u015bciem do go\u015bci w studiu. Zar\u00f3wno Manson, jak i Stern osi\u0105gn\u0119li wysoki poziom sukcesu dzi\u0119ki temu podej\u015bciu, pomimo zauwa\u017calnego oporu ze strony krytyk\u00f3w i og\u00f3\u0142u spo\u0142ecze\u0144stwa.<\/p>\n\n\n\n

Przed Mansonem i Sternem post\u0119powy potentat mody Luciano Benetton testowa\u0142 ide\u0119 Shockvertisingu, stosuj\u0105c prowokacyjne reklamy, kt\u00f3re przyci\u0105ga\u0142y uwag\u0119 odbiorc\u00f3w w nowy i wzbudzaj\u0105cy zainteresowanie spos\u00f3b.<\/p>\n\n\n\n

Cho\u0107 niekt\u00f3rzy postrzegali j\u0105 jako kontrowersyjn\u0105, Benetton nalega\u0142, \u017ce celem reklamy nie by\u0142o szokowanie, ale podniesienie \u015bwiadomo\u015bci opinii publicznej. Jego sukces m\u00f3g\u0142 w r\u00f3wnym stopniu wynika\u0107 z obu czynnik\u00f3w.<\/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

Kampania United Colors firmy Benetton<\/span><\/span>Teraz trudno to sobie wyobrazi\u0107, ale w 1982 roku uwa\u017cano za szokuj\u0105cy widok dw\u00f3ch m\u0142odych kobiet owini\u0119tych w koc, \u015bciskaj\u0105cych r\u0119ce i trzymaj\u0105cych dziecko \u2013 wszystkie trzy by\u0142y najwyra\u017aniej r\u00f3\u017cnych ras. Jednak robi\u0105c to, Benetton publicznie ujawni\u0142 now\u0105 tolerancj\u0119 i rozproszenie homoseksualnych stereotyp\u00f3w, co by\u0142o w\u00f3wczas rewolucyjne.<\/p>\n\n\n\n

Kampania United Colors firmy Benetton<\/span><\/span>Potem nast\u0105pi\u0142y inne ryzykowne szokuj\u0105ce reklamy Benetton. Osoba po amputacji z \u0142y\u017ck\u0105 zamiast r\u0119ki, symbolicznie poruszaj\u0105ca kwesti\u0119 g\u0142odu na \u015bwiecie. AIDS w pozytywnym \u015bwietle, z kolorowymi prezerwatywami i obrazami seksualnymi. Trzy prawdziwe ludzkie serca, obok siebie, oznaczone jako \u201ebia\u0142e, czarne, \u017c\u00f3\u0142te\u201d, ilustruj\u0105ce podobie\u0144stwo nas wszystkich pod powierzchni\u0105. By\u0142y to skuteczne kampanie, kt\u00f3re r\u00f3wnie\u017c przesuwa\u0142y granice i pomaga\u0142y na nowo zdefiniowa\u0107 spo\u0142eczn\u0105 akceptacj\u0119 dotychczas tabuizowanych temat\u00f3w.<\/p>\n\n\n\n

Nie zawsze to dzia\u0142a\u0142o. Wczesna wsp\u00f3\u0142praca z Benetton i fotografem Oliviero Toscano przedstawia\u0142a dwie m\u0142ode dziewczyny, czarno-bia\u0142\u0105, razem. Pomys\u0142 upad\u0142, gdy jedna z nich zosta\u0142a sfotografowana anielsko, a druga w bardziej demonicznym \u015bwietle z w\u0142osami u\u0142o\u017conymi w stylu diabelskich rog\u00f3w. To wypaczenie niewinno\u015bci nie spodoba\u0142o si\u0119 opinii publicznej. Inna kampania mia\u0142a na celu wykorzystanie prawdziwych skaza\u0144c\u00f3w jako modeli, co by\u0142o nowatorskim konceptem, ale takim, kt\u00f3ry zosta\u0142 odebrany jako swego rodzaju aprobata przemocy. Mimo tych niepowodze\u0144 Benetton nadal podnosi\u0142 poprzeczk\u0119 kontrowersji, ostatecznie zwi\u0119kszaj\u0105c rozpoznawalno\u015b\u0107 marki.<\/p>\n\n\n\n

Inspiruj\u0105ca ch\u0142\u00f3d<\/h2>\n\n\n\n

Obecnie shockvertising nadal ma miejsce, a znane korporacje stosuj\u0105 podobne techniki, aby zwi\u0119kszy\u0107 hip-iloraz swoich produkt\u00f3w i dotrze\u0107 do coraz bardziej zr\u00f3\u017cnicowanych i tolerancyjnych odbiorc\u00f3w. Cz\u0119sto czynnik szokuj\u0105cy jest niezamierzony, poniewa\u017c korporacje odzwierciedlaj\u0105 osobiste interesy swoich dyrektor\u00f3w generalnych, czasami ze szkod\u0105 dla ich og\u00f3lnego przekazu. Chick-Fil-A niedawno obrazi\u0142 wielu, gdy aktywnie stara\u0142 si\u0119 pot\u0119pi\u0107 ma\u0142\u017ce\u0144stwa homoseksualne. Podczas gdy wielu ich wiernych klient\u00f3w przyj\u0119\u0142o stanowcz\u0105 postaw\u0119 Chick-Fil-A, inni potencjalni klienci zostali zdystansowani przez kampani\u0119, a negatywne echa trwaj\u0105 do dzi\u015b.<\/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 Torba Forever 21 z wersetami biblijnymi.<\/span><\/span><\/p>\n\n\n\n

Inspirowanie zmian spo\u0142ecznych<\/h2>\n\n\n\n

G\u0142\u00f3wni gracze nie unikaj\u0105 shockvertsingu, gdy odpowiada to ich potrzebom. Google Chrome niedawno uruchomi\u0142 kampani\u0119 \u201eIt Gets Better\u201d w popularnym programie telewizyjnym Glee. Otwarcie wypowiadaj\u0105c si\u0119 przeciwko nienawi\u015bci i nietolerancji, Google Chrome dobrze pozycjonuje si\u0119 w\u015br\u00f3d m\u0142odych demograficznych odbiorc\u00f3w, do kt\u00f3rych zabiega.<\/p>\n\n\n\n

Bill Gates, Microsoft i Amazon niedawno wykorzystali reklamy, kt\u00f3re maj\u0105 na celu po\u0142\u0105czenie odmiennych grup odbiorc\u00f3w, jednocze\u015bnie promuj\u0105c ma\u0142\u017ce\u0144stwa i przekazuj\u0105c je w spos\u00f3b promuj\u0105cy inkluzywno\u015b\u0107 i r\u00f3\u017cnorodno\u015b\u0107.<\/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

Streszczenie<\/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":"

Poznaj \u015bwiat marketingu szokuj\u0105cego. Marketerzy podejmuj\u0105 kompromisy, gdy wprowadzaj\u0105 nowe reklamy, kt\u00f3re szokuj\u0105.<\/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\/pl\/wp-json\/wp\/v2\/posts\/11949","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sisinternational.com\/pl\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.sisinternational.com\/pl\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/pl\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/pl\/wp-json\/wp\/v2\/comments?post=11949"}],"version-history":[{"count":5,"href":"https:\/\/www.sisinternational.com\/pl\/wp-json\/wp\/v2\/posts\/11949\/revisions"}],"predecessor-version":[{"id":81609,"href":"https:\/\/www.sisinternational.com\/pl\/wp-json\/wp\/v2\/posts\/11949\/revisions\/81609"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/pl\/wp-json\/wp\/v2\/media\/62846"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/pl\/wp-json\/wp\/v2\/media?parent=11949"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sisinternational.com\/pl\/wp-json\/wp\/v2\/categories?post=11949"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sisinternational.com\/pl\/wp-json\/wp\/v2\/tags?post=11949"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}