Visual Persuasion 5

Chapter 5 of Introduction to Visual Communication

Shock Advertising

• Also known as shockvertising, is a unique tactic were advertisers use provocative, taboo subjects and images to grab the public’s attention. 

• Advertisers use this method because it incites strong feelings about the given advertisement. 

• The audience feels strongly about the advertisement, which makes them much more likely to share and discuss it as well as remember it. 

• in return, this generates more brand awareness. 

“Any publicity is good publicity” TRUE

• Brand awareness stage: For new or unknown brands, even controversial attention can make people curious. 

• Entertainment industry: Celebrities sometimes benefit from scandals because it keeps them in the public eye. Visibility sustains relevance. 

• Political communication: Provocative messages can mobilize supporters and dominate media coverage, shifting the narrative toward the communicator. 

“Any publicity is good publicity” NOT TRUE

• Reputation damage: For trusted or established brands (e.g. Dior, Pepsi, Balenciaga…), negative publicity can permanently harm credibility or trigger boycotts.

• Ethical backlash: When publicity is seen as manipulative, exploitative, or offensive (e.g. glamorizing drugs or trivializing trauma), it destroys trust. 

• Digital permanence: In the social media era, negative reactions go viral fast and stay online indefinitely, long-term outweighs short term buzz. 

Persuasion 

• Uses factual information and emotional appeals to change a person’s mind and to promote a desired behavior. 

Propaganda

• Uses one-sided and often nonfactual information or opinions that appear to be facts, along with emotional appeals, to change a person’s mind and promote a desired behavior.