S/M/298. Dissertation. Is shock advertising effective in the 21st century?

The dissertation investigates the effectiveness of shock advertising conducting a study of recent advertising campaigns. The review of literature touches on the theory of advertising, the theory of communication, etc. The criticism of Benetton and other companies for the shocking images used in their adverts is reviewed; advertising campaigns of the British Heart Foundation (BHF) are analysed. Research methodology uses qualitative and quantitative data obtained through primary research (questionnaires, sampling) and secondary research of printed and online sources. Conclusions are made about the decrease in the value of shock and the sensitive issues of the shock tactics used by charities.