Balenciaga’s controversial new campaign and the long history of ‘shockvertising’

Jones, C.W. 2022. Balenciaga’s controversial new campaign and the long history of ‘shockvertising’. The Conversation.

TitleBalenciaga’s controversial new campaign and the long history of ‘shockvertising’
AuthorsJones, C.W.
Abstract

One technique used to achieve that goal is “shockvertising” – an advert that “deliberately, rather than inadvertently, startles and offends its audience by violating norms for social values and personal ideals”. Fashion brands such as Benetton, Calvin Klein and FCUK have all created shocking ads resulting in free media coverage that benefited the brand and those associated with it. This article argues that the fashion brand Balenciaga and those that associate with the brand can also profit from 'shockvertising'

KeywordsMarketing, Photography, Advertising, Fashion, Kim Kardashian,
JournalThe Conversation
Year2022
PublisherThe Conversation
Publisher's version
Web address (URL)https://theconversation.com/balenciagas-controversial-new-campaign-and-the-long-history-of-shockvertising-195778
Publication dates
Published05 Dec 2022
Supplemental file
File Access Level
Open (open metadata and files)

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