Controversial print advertising
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The document discusses controversial print advertising and analyzes some examples. Controversial ads can shock, entertain, raise awareness or drive purchases. Different demographics find different ads controversial. Advertisers must understand their target market. Charities and organizations sometimes use controversial ads to stimulate conversations about important issues. The document then analyzes controversial product ads for Ariel washing powder, Just hand wash, Glassing sunglasses, and The Dark Side of Sweetness chocolate. It notes charities often use shocking ads to stand out and prompt action. The reader is asked to identify the most controversial charity ad and explain why.
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Controversial print advertising
- 1. Controversial Print Advertising Shock, Entertain, Purchase and Awareness
- 2. What could possibly be controversial about this?
- 3. What could possibly be controversial about this?
- 4. What could possibly be controversial about this?
- 5. What could possibly be controversial about this?
- 6. What do we mean by ‘controversial’?
- 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
- 11. My Analysis of ‘Ariel’
- 13. My Analysis of ‘Just’
- 15. My Analysis of ‘Glassing’
- 17. My Analysis of ‘The Dark Side of Sweetness’
- 18. It’s Shocking!
- 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.
- 24. The most controversial charity advert is…
- 25. What is the purpose of a controversial advert for a product?
- 27. Possibly the most well-known controversial advert
Editor's Notes
- 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.