Shock advertising revised November13

220 Pages·2013·13.1 MB·English

School of Design and Art

Shock Advertising – A sensationalised media construct?

Christine G Pflaumbaum

This Thesis is presented for the Degree of
Doctor of Philosophy
of
Curtin University

Febuary 2013
Abstract

Abstract
Shock advertising aims to startle and offend people through its questionable use
of images and words. In doing so it breaches moral and ethical values by
exploiting consumer anxieties. This technique is used by advertisers ‘to cut
through the clutter’ of today’s oversaturated world of communication messages.
This is achieved by deliberate use of stimuli intended to shock at least a
proportion of the public by norm violation, disregard for tradition, play on
stereotypes encompassing transgressions, breaches of moral, ethical or social
codes and other issues that outrage the moral or physical sense. However, shock
advertising has now become even more shocking and offensive through its
presentation that is generally provocative or even exploitative of consumer
anxieties. In today’s society advertising has a profound impact on how people
understand life, the world and themselves, especially in regard to their values,
their ways of choosing and behaving.

Research had revealed that there is a mismatch between the literature and the
advertising process. The question leading this research is: How does the practice
of advertising work in comparison to the theory? By presenting the advertisers
point of view, this allowed comparability with general rules of shock advertising
and its redefinition. The main focus of this research is on the definition of shock
advertising, changes of the consumer perception and effectiveness of the system
of self-regulation.

Advertising agencies play a key, but invisible role in the advertising process. To
gain an insight into the practices and process of the advertising industry, several
companies’ representatives were interviewed.

This study makes a contribution to the understanding of shock advertising in a
broad and global context, whilst recognising shifts and discrepancies between
theory and practice of advertising.
Disclaimer iii

Disclaimer
To the best of my knowledge and belief, this thesis contains no material
previously published by any other person, except where due acknowledgement
has been made.

This thesis contains no material that has been accepted for the award of any other
degree or diploma at any other university.

I confirm that all work submitted is my own unless where stated otherwise.

Signature:

Date:

©Copyright – Christine Pflaumbaum – 2013
[email protected]
All rights reserved. No reproduction without permission
Acknowledgements iv

Acknowledgements
It is a great pleasure to give respect to those who made this thesis possible.

My co-supervisor Jacque Shaw, who I have worked with for a number of years
now, I would like to show my gratitude. Her understanding within the subject,
engagement, encouragement, guidance and support from beginning has been
much appreciated.

I would like to thank Professor Christopher Crouch for taking on my supervision
with the openness he did. It was a pleasure working with him, his advice and
council made me refocus and be able to understand the requirements for the last
phase of the PhD research.

I am grateful to Professor Suzette Worden, who was my main supervisor for
most of the period of my research, for her advice and assistance.

This thesis would not have been possible without the support from the industry.
Their willingness to talk and discuss advertising practices, showing me around
their agencies and taking a look behind the scenes has made this research
possible. Thank you for taking part.

Lastly, I am indebt for the support and assistance by my family and friends. They
have stood by my side, through the tough and good times. Their interest and
understanding for my research and most importantly positive words of
encouragement made this thesis possible.

Christine Pflaumbaum
Table of Contents v

Table of Contents
Abstract.......................................................................................................................................ii

Disclaimer................................................................................................................................iii

Acknowledgements................................................................................................................iv

Table
 of
 Contents.....................................................................................................................v

List
 of
 Figures............................................................................................................................x

List
 of
 Images...........................................................................................................................xi

Glossary...................................................................................................................................xiii

Chapter
 I
 Introduction............................................................................................................1

1
 The
 Intention...........................................................................................................................................1

1.1
 Aim
 of
 Study................................................................................................................................3

1.2
 Significance
 of
 Study...............................................................................................................4

1.3
 Thesis
 Outline............................................................................................................................5

1.4
 Working
 Definitions................................................................................................................6

1.4.1.
  Advertising...................................................................................................................................6

1.4.2.
  Shock
 advertising......................................................................................................................7

1.4.3.
  Advertising
 Campaign.............................................................................................................7

1.4.4.
  Marketing......................................................................................................................................8

1.4.5.
  Brand..............................................................................................................................................8

1.4.6.
  Creativity.......................................................................................................................................8

1.4.7.
  Perception....................................................................................................................................9

1.4.8.
  Provocation..................................................................................................................................9

1.4.9.
  Offensiveness
 in
 advertising..............................................................................................10

1.4.10.
  Desensitisation.....................................................................................................................10

1.4.11.
  Taste
 and
 Decency...............................................................................................................10

1.4.12.
  Viral
 Marketing.....................................................................................................................11

Chapter
 II
 Painting
 the
 picture.........................................................................................12

2
 What
 is
 in
 the
 literature?.................................................................................................................12

2.1
 History
 and
 Development..................................................................................................13

2.2
 Advertising,
 marketing
 and
 shock.................................................................................27

2.2.1.
  What
 is
 advertising?..............................................................................................................27
Table of Contents vi

2.2.2.
  What
 is
 the
 function
 of
 advertising
 from
 a
 marketing
 perspective?................35

2.2.2.1.
  Advertising
 as
 part
 of
 Marketing
 Communication.........................................37

2.2.2.2.
  Advertising
 as
 part
 of
 Brand
 Communication
 Strategy................................40

2.2.2.3.
  Placing
  advertising
  into
  Context
  of
  marketing
  and
  Brand

Communication..................................................................................................................................42

2.2.2.4.
  Summary...........................................................................................................................43

2.2.3.
  Defining
 shock
 advertising
 according
 to
 literature.................................................43

2.3
 Consumers
 and
 shock
 advertising.................................................................................47

2.3.1.
  Attitude
 and
 persuasion......................................................................................................49

2.3.2.
  Undesirable
 consequences
 of
 advertising...................................................................51

2.3.2.1.
  Desensitisation
 of
 the
 consumer............................................................................51

2.3.2.2.
  Materialism......................................................................................................................53

2.4
 Current
 debates
 about
 shock
 advertising...................................................................54

2.4.1.
  Context
 and
 publicity
 of
 shock
 advertising.................................................................54

2.4.2.
  “Is
 advertising
 a
 bunch
 of
 lies?”
 (Ogilvy,
 2007).........................................................58

2.5
 Morals,
 Ethics
 and
 Self-­‐Regulation................................................................................60

2.5.1.
  Morals
 and
 ethics
 in
 advertising......................................................................................60

2.5.2.
  Self-­‐Regulation........................................................................................................................64

2.5.3.
  How
 does
 self-­‐regulation
 work?......................................................................................67

2.5.4.
  Comparison
 of
 advertising
 regulation
 in
 various
 countries................................69

2.5.4.1.
  Australia............................................................................................................................69

2.5.4.2.
  The
 United
 Kingdom....................................................................................................73

2.5.4.3.
  The
 United
 States..........................................................................................................74

2.5.4.4.
  Germany............................................................................................................................75

2.5.5.
  Statistics
 of
 advertising
 complaints................................................................................76

2.5.6.
  Gaps
 and
 discrepancies
 arising
 within
 the
 literature.............................................79

2.5.7.
  Summary....................................................................................................................................82

Chapter
 III
 Research
 Methodology
 and
 Design...........................................................83

3
 Research
 Methods...............................................................................................................................83

3.1
 Problem
 Statement...............................................................................................................83

3.2
 Purpose
 of
 Investigation....................................................................................................84

3.3
 Methodology............................................................................................................................85

3.4
 Qualitative
 Research
 Strategy..........................................................................................85

4
 Description
 of
 Research
 Design....................................................................................................87

4.1
 Research
 Procedure.............................................................................................................87

4.1.1.
  Approach....................................................................................................................................87

4.1.2.
  Literature
 Analysis.................................................................................................................89
Table of Contents vii

4.1.3.
  Interviews..................................................................................................................................90

4.1.4.
  Case
 Studies..............................................................................................................................91

4.1.4.1.
  Why
 these
 Case
 Studies?............................................................................................92

4.1.4.2.
  Visual
 Analysis...............................................................................................................93

4.1.4.3.
  Internal
 and
 External
 Validity.................................................................................94

4.1.5.
  Reliability...................................................................................................................................94

4.1.6.
  Justification
 of
 Methods.......................................................................................................95

4.1.7.
  Ethics...........................................................................................................................................96

4.1.8.
  Limitations................................................................................................................................96

Chapter
 IV
 Case
 Studies
 and
 Interviews........................................................................97

5
 Samples...................................................................................................................................................97

5.1
 Fashion
 Advertising..............................................................................................................97

5.1.1.
  Who
 or
 what
 is
 Calvin
 Klein?..........................................................................................100

5.1.2.
  What
 is
 Diesel?......................................................................................................................102

5.2
 Not-­‐for-­‐profit
 organisations..........................................................................................104

5.2.1.
  Montana
 Meth
 Project.......................................................................................................108

5.2.2.
  Quit
 Victoria...........................................................................................................................110

5.3
 Selection
 of
 Advertising
 Representatives................................................................112

5.3.1.
  The
 Agency
 Team................................................................................................................113

5.3.2.
  Biedermann
 &
 Brandstift.................................................................................................113

5.3.3.
  The
 Brand
 Agency...............................................................................................................113

5.3.4.
  The
 Campaign
 Palace.........................................................................................................114

5.3.5.
  Leo
 Burnett............................................................................................................................114

5.3.5.1.
  Switzerland...................................................................................................................115

5.3.5.2.
  Sydney.............................................................................................................................115

5.3.6.
  M&C
 Saatchi...........................................................................................................................116

5.3.7.
  McCann.....................................................................................................................................116

5.3.8.
  Saatchi
 &
 Saatchi..................................................................................................................116

5.3.9.
  Scholz
 and
 Friends..............................................................................................................117

6
 Implementation.................................................................................................................................118

6.1
 Visual
 Analysis
 of
 Case
 Studies.....................................................................................118

6.2
 Literature
 Analysis.............................................................................................................121

6.3
 Interviews..............................................................................................................................124

6.3.1.
  Amy
 Messinger.....................................................................................................................124

6.3.2.
  Christian
 Fischer..................................................................................................................125

6.3.3.
  David
 G.
 Mallen.....................................................................................................................125

6.3.4.
  David
 O’Loughlin.................................................................................................................125
Table of Contents viii

6.3.5.
  Steve
 Anastasiadis...............................................................................................................126

6.3.6.
  Florian
 Schwalme................................................................................................................126

6.3.7.
  Henning
 Mayer.....................................................................................................................126

6.3.8.
  Patric
 Shaw.............................................................................................................................126

6.3.9.
  Paul
 Fishlock..........................................................................................................................127

6.3.10.
  Paul
 Yole...............................................................................................................................127

6.3.11.
  Rolf
 Zimmermann.............................................................................................................127

6.3.12.
  Sarah
 Ingram......................................................................................................................127

6.3.13.
  Thomas
 Grace
 and
 Gary
 Clarke...................................................................................128

6.3.14.
  Tom
 Richards.....................................................................................................................128

6.4
 Summary................................................................................................................................128

Chapter
 V
 Compiling
 the
 research.................................................................................129

7
 Qualitative
 Research
 Analysis
 and
 Discussion.....................................................................129

7.1
 Visual
 Analysis
 of
 Case
 Studies.....................................................................................129

7.1.1.
  Calvin
 Klein............................................................................................................................130

7.1.2.
  Diesel........................................................................................................................................134

7.1.3.
  Montana
 Meth
 Project.......................................................................................................138

7.1.4.
  Quit
 Victoria...........................................................................................................................142

7.2
 Findings..................................................................................................................................145

8
 Research
 Discussion.........................................................................................................................147

8.1
 What
 is
 shock
 advertising?.............................................................................................147

8.2
 Context
 of
 advertising......................................................................................................157

8.3
 Desensitisation
 of
 the
 consumer.................................................................................160

8.4
 Self-­‐
 Regulation
 of
 shock
 advertising.........................................................................162

8.4.1.
  Who
 complains.....................................................................................................................167

8.5
 Profit
 vs.
 Not-­‐For-­‐Profit
 Organisations.....................................................................169

8.5.1.
  Profit
 advertising
 strategy
 and
 perception..............................................................170

8.5.2.
  What
 is
 not-­‐for-­‐profit
 advertising?..............................................................................173

8.5.3.
  Not-­‐for-­‐profit
 advertising
 perception
 and
 boundaries.......................................174

8.6
 Summary................................................................................................................................182

Chapter
 VI
 Conclusion.......................................................................................................184

9
 Conclusion
 and
 Recommendations...........................................................................................184

9.1
 Redefining
 Shock
 Advertising.......................................................................................185

9.2
 Theory
 vs.
 Practice?...........................................................................................................187

References.............................................................................................................................190
Table of Contents ix

Appendices............................................................................................................................200

Participant
 Information
 Sheet........................................................................................................200

Questions
 for
 Interviewees...............................................................................................................202

A.
  Industry................................................................................................................................202

Background
 information
 about
 interviewee:...........................................................................202

Questions
 about
 shock
 advertising:.............................................................................................202

Questions
 about
 system
 of
 self-­‐regulation................................................................................203

Observations
 (open-­‐ended
 questions)........................................................................................204

B.
  Montana
 Meth
 (Sarah
 Ingram)...................................................................................205

C.
  NAD
 (David
 Mallen):........................................................................................................206

Background
 Questions:......................................................................................................................206

Questions
 to
 Shock
 Advertising:....................................................................................................206

Questions
 to
 the
 system
 of
 self-­‐regulation:...............................................................................206
List of Figures x

List of Figures
Figure II-1: Breakdown of global advertising expenditure by medium [US
$millions] (ZenithOptimedia, 2010)....................................................................34

Figure II-2: Marketing Planning Model (Reed, 2006)...............................................38

Figure II-3: Advertising and its objectives (Reed, 2006)...........................................41

Figure II-4: Model of self-regulation (Harker, 1998; Wells et al., 2008)..................67

Figure II-5: System of Self-Regulation (Wells et al., 2008)........................................70

Figure II-6: Outcome of Complaints (ASB, 2008)......................................................76

Figure II-7: Issues attracting Complaints (ASB 2008)...............................................77

Figure II-8: Board Determinations (ASB 2008)...........................................................77

Figure III-1: Cyclic Model of Research Procedure.....................................................88