7. Images speak louder than words
Different demographics find different adverts controversial.
What might be controversial to your granny might be really cool
to you. Advertisers have to be sure they fully understand their
target market before they start making a controversial advert.
Ever hear of the term ‘there’s no such thing as bad press’? Often
advertisers aren’t concerned with the negative feedback they
might get from their advert, as long as more and more people
see it, it will generate interest.
Amnesty International & Benetton are known for their thought-
provoking images about global issues. Government and charity
messages speaking out about domestic violence, child abuse and
healthcare make for difficult viewing, but start stimulate
conversations.
8. What is the purpose of a controversial
advert for a product?
9. Analyse the following Controversial
Product Adverts…
‘Ariel’ washing powder Ad
Ariel Analysis
‘Just’ hand wash Ad
Just Analysis
‘Glassing’ sunglasses Ad
Glassing Analysis
‘The Dark Side of Sweetness’ Chocolate Ad
‘The Dark Side of Sweetness’ Analysis
19. Charity Adverts
Charities and organisations often use shocking (or
controversial) methods for their advertising so
they stand up and take action.
Have a look at the following charity
advertisements and pick which one you think is
the most ‘controversial’ and explain why.
Try and guess what could be ‘shocking’ or ‘entertaining’ or ‘different’ about this advert from the few images that are revealed.
Try and guess what could be ‘shocking’ or ‘entertaining’ or ‘different’ about this advert from the few images that are revealed.How about now?
Try and guess what could be ‘shocking’ or ‘entertaining’ or ‘different’ about this advert from the few images that are revealed.And now?
So what is controversial about this advert?The fact that the food is arranged as if it’s a female with her legs in the air as well as the ketchup creating nipples all adds to the controversy of it. This turns a regular, innocent meal into a sexy and attractive dinner because they’ve used Heinz ‘hot ketchup’. (Obviously there are multiple meanings for the word ‘hot’ and this advert is using the ‘fit’/ ‘sexy’ meaning.Some viewers may find seeing nipples on a plate a bit upsetting (especially the older generation) so therefore they may think it’s controversial.
Write a definition of ‘controversial’ in the box above. You can use the internet or a dictionary to research it but make sure you write it in your own words.
Underneath each heading…1) Explain how shocking an audience will get them to notice the product.2) Explain how entertaining an audience will get them to notice the product.3) Explain how these encourage people to buy their product – or don’t they? Do you think they put people off more than get them to do what they want?4) Consider how some adverts use shocking images to raise awareness about their issue.
Fill in the graph first. 5 means it really achieves the topic (if it really shocked you, give it a 5. If you think it’s not funny at all, give it a 0).Then, fill in the analysis table…Why do you think the advertisers made it this way?Who do you think the target audience is?Do you think anyone will be offended by it?Is the advert successful in what it tries to do? If so/not how and why?How do you personally feel about this advert?
Fill in the graph first. 5 means it really achieves the topic (if it really shocked you, give it a 5. If you think it’s not funny at all, give it a 0).Then, fill in the analysis table…Why do you think the advertisers made it this way?Who do you think the target audience is?Do you think anyone will be offended by it?Is the advert successful in what it tries to do? If so/not how and why?How do you personally feel about this advert?
Fill in the graph first. 5 means it really achieves the topic (if it really shocked you, give it a 5. If you think it’s not funny at all, give it a 0).Then, fill in the analysis table…Why do you think the advertisers made it this way?Who do you think the target audience is?Do you think anyone will be offended by it?Is the advert successful in what it tries to do? If so/not how and why?How do you personally feel about this advert?
Fill in the graph first. 5 means it really achieves the topic (if it really shocked you, give it a 5. If you think it’s not funny at all, give it a 0).Then, fill in the analysis table…Why do you think the advertisers made it this way?Who do you think the target audience is?Do you think anyone will be offended by it?Is the advert successful in what it tries to do? If so/not how and why?How do you personally feel about this advert?
Write a list of things in the box above that you find shocking. What things would you not expect to see in a print advert?Remember, anyone has access to a print advert – they’re available in many magazines and newspapers and also on billboards which are public.Think about what would be shocking for young children vs. what would be shocking to the elderly.
Explain in the box which charity advert you think is the most controversial AND WHY.Is there anything you have learnt from this presentation about controversial adverts that you would consider including in your own advertising project?
Underneath each heading…1) Explain how shocking an audience will get them to notice the product.2) Explain how entertaining an audience will get them to notice the product.3) Explain how these encourage people to buy their product – or don’t they? Do you think they put people off more than get them to do what they want?4) Consider how some adverts use shocking images to raise awareness about their issue.
Have a look at the additional controversial adverts and consider how they might be considered controversial.Are they shocking, entertaining, risque.