Campaigns that shock
More specific research into the value and impact of shock and empathy in advertising and other examples and what impact they create.
Shock value
The definition of shock is shown as "a sudden or upsetting event or experience".We often see shock as a negative thing but this concept has been used by artists as a legitimate technique to create high-impact message to the audience.
Artist like Marilyn Manson have used the idea of shocking their audience with stunts deliberately antagonize their audience, often times to make commentary promoting change gender, race or sexuality, politics and the economy.
Red Cross campaign
Red cross working with M&C Saatchi with the "Blood box" was designed to catch the attention of students in an attempt to encourage more young people to donate blood. The idea of giving blood isn't motivated by giving money but giving something like blood which is free and easy to give relating to the idea of "money isn't everything".
The concept is shocking as the visual of blood usually is but the idea of it is clear and impactful.
Benetton - aids campaign
This image is one that doesn't need much said along side it. As it speaks for itself. It puts a face to the disease.
Pictured: David Kirby on his deathbed surrounded by his loved ones. Its a very intimate image and it feels wrong that we as the viewer are seeing this moment between a family.
Some called for a ban of the ad, however Davids family wanted the image to be seen and understood, and know the diseases reality. Some connected the image to being religious as Christ being embraced. Its interesting that this campaign has different interpretations when it has such a strong original message.
The photographer states that he knew he was doing something important when he was taking the picture. It was a rare moment that many wouldn't of seen without this image and might not of understand the severity of the illness. The importance of this campaign is really clear.
The impact of this according to Benetton was that “In some countries such as Paraguay this was the very first campaign to talk about AIDS, and in many countries it was the first campaign to go beyond purely preventative measures and touch upon subjects such as solidarity with AIDS patients.” giving the movement global recognition.
The messages within shocking campaigns have the potential tap into individual perceptions and morals, impacting different audiences on different topics.
Anti racism advertisement by the clothing brand 'United colours of Benetton' promote the their partnership with the 'Unhate foundation'.
Its a shocking image to be faced with. Its very striking. The image of organs gives an immediate sense of shock to the audience.
The language
This has a positive message, but uses shock to get the point across stronger. The controversy in this may have raised from how direct this image is. Theres no explanation to what it, like a piece of art should, it provokes thought and a hope for compassion.
Research - other campaigns
Be informed of other animal rights campaigns and the methods used.
Consideration for past campaign:
The respect for animals campaign - emerging in 1993. Innovation in advertising and social media
The impact of anti fur campaigns have aided the dismantle of fur farming in the uk for over ten years, and the closing of a lot of fur retailers.
This poster caused controversy, detecting a sense of 'sexism'.
This campaign is simple in the idea, of combining hard violence and the everyday of shopping. The image is silhouetted giving ambiguity, but also leaving the idea up for interpretation of connecting this to our own lives.
The use of 'dumb animals' connects to the idea of how society treats animal in quite a harsh way, but theres no disputing it as, theres a sense of reflection in how we treat
animals.
Peta
The largest animal rights campaign group who highlight the mistreatment of animals with a variety of campaigns.
Rabbits are often used in these types of animal cruelty campaigns as they are one of the most tested on animals.
Pictured : Natalie Imbruglia and "Topsy" the rabbit A compassion driven campaign. Using language like 'him' and illustrating the rabbits name along with the models, this manages to bring a sense of humanity to the rabbit in the image, making the campaign even more powerful.
The description within the poster has very descriptive and specific details of animal cruelty within creating fur. But with the appearance of the poster has a sense of gentleness, but it still has an effective impact as a campaign.
No comments:
Post a Comment