The scandal

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Scandals, outrage and provocations – a way to increase sales or a direct road to the loss of existing customers? The factors of success of such advertising will be discussed below.

If at the rip of the birth of advertising, the consumer did not doubt that the presented product “most-most”, today the viewer is sophisticated and does not believe in good positive reviews. Still! Few people speak badly about the product, and most use only positive images and associations to tell about themselves.

Resin on advertising

In 2017, VTSIOM investigated shopify website design  the level of trust of Russians advertising. It turned out that 57% of respondents do not believe advertising, 38% could not answer unequivocally, and only 3% of respondents said that they listen to advertising messages.

We are not just talking about global distrust of advertising, but about the fact that the ideal images look unreliable. Hence the desire of modern advertisers to use images close to reality, including provocative and scandalous. Even harsh European neighbors use negative shades in brand names. Spatial advertising causes a desire to discuss the message and share it, remembered and enters into bewilderment. Its main property is that consumers do not remain indifferent, although the range of emotions experienced varies from indignation and rejection to admiration and delight.
Advantages and disadvantages of scandalous advertising

The peculiarity of scandalous advertising is the inability to predict the result. However, at the planning stage, it is worth trying to consider its pros and cons.



Benefits

    Advertising is quickly remembered, creatives are actively shared on social networks and retelling each other.
    The coverage of such advertising is higher than that of traditional publications with positive characters.
    There is a greater scope for creativity and wide opportunities to avoid “ideal” stamps.

Disadvantages

    It is necessary to clearly feel the line, following which, you can cause irreparable damage to the image and for a long long fix the negative association of the brand.
    It is possible to boycott the goods and reduce the loyalty of customers.
    Such advertising often leads to legal sanctions. Sometimes, even seemingly innorous advertising at first glance, can cause questions from the FAS and is prohibited.

Use of negative image

Discrimination. Discrimination. Despite the fact that this technique is prohibited, it is often used by advertisers in pursuit of scandalous fame. And in practice you can see a variety of discrimination: on the basis of sex, by race (adverts Rexona, H&M).