Shockvertising: Trajectory of a controversial advertising technique
Thao Bui-Nguyen,
Roland Canu
Abstract:This article aims to look back at a controversial advertising technique recognized today as an ordinary advertising tool: shockvertising. Using a historical approach, we have built an analytical corpus that covers more than a century of research published in Marketing and advertising on the use of shock. A qualitative examination of this corpus has enabled us to sketch an institutional trajectory for shockvertising, dividing its evolution into several periods. We can thus observe the gradual acceptance of a te… Show more
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