What makes shock tactics in advertising effective?

The core idea is if the material is shocking people are far more likely to remember it. This basic premise helps spread awareness. If a particular advert has shocked someone they are far more likely to talk about it. This can can help differentiate a particular idea or brand from others and create a lasting impact on an audience. This is even more the case if the ad becomes controversial an example of this can be seen in Barnardos’ adverts. Although the ads are controversial and people may not like them, this media coverage just makes it even more effective for the brand or idea itself and help create media awareness. If it makes the news for example people will most likely look it up. An effective and creative shock campaign can create a huge media impact effortlessly.

Importance of it?

These factors are especially important when these adverts are promoting anti-drink or drugs. People would tend to dismiss the warnings, for example cigarette packet warnings. However an effective advert is far more likely to have an effect - our lives are built around narratives, these ads act out how your own personal narrative could go if you dont change your ways. People are far more likely to engage with these narratives as opposed to empty warnings on packets, it hits much harder if the messages are shown to them graphically in motion.

So the primary function of shock advertisement is to help make a brand or idea memorable:

Shocking/controversial = media impact/memorable/awareness