Shock advertising not effective anymore - Researcher

According to research conducted by Wits University, shock advertising has become obsolete and marketers need to implement alternative ways of “breaking through the clutter”.

In a paper titled, Shock Advertising: Not So Shocking Anymore, an investigation among Generation Y, published in the Mediterranean Journal of Social Sciences, Wits student, Brandon Urwin and lecturer, Marike Venter explored the effectiveness of shock advertising on Generation Y (those born from the early 1980s to the early 2000s) consumers.

CapeTalk’s John Maytham speaks to Brandon Urwin, Researcher at Wits University:

According to Urwin shock advertising is when an advertiser deliberately offends someone through an ad rather than unintentionally.


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