Question 2
0 2 Why
are shock tactics, such
as those in media product two, so often used?
You may also refer to
other media products to
support your answer. (12 marks).
From wiki : Shock
advertising or Shockvertising is a
type of advertising generally regarded as one that “deliberately,
rather than inadvertently, startles and offends its audience by violating norms
for social values and personal ideals.” [1] It
is the employment in advertising or public relations of "graphic imagery and blunt slogans to
highlight"[2] a public policy issue, goods, or services. Shock advertising is
designed principally to break through the advertising “clutter” to capture
attention and create buzz, and also to attract an audience to a certain
brand or bring awareness to a certain public service issue, health issue, or
cause (e.g., urging drivers to use their seatbelts, promoting STD prevention,
bringing awareness of racism and other injustices, or discouraging smoking
among teens).
The NHS deliberately uses shock tactics in order to
highlight the dangers of binge drinking , which has become a problem in the UK
recently . Its constantly talked about in all 3 platforms – e-media, print and
broadcast . The UK is the worst drinking country in the whole of Europe .. this
is the shock factor used by the media in order to highlight the problem that
young people are giving us . The advert aims to educate and inform society of
the dangers that binge drinking can lead to , including vulnerability to crime ,
hooliganism and in some cases extreme violence . As well as this programmes
like Police Interceptors highlighted in one episode the dangers of drink
driving – an accident had occurred on the highway leading to death, as well as
the irresponsible driver who was over the alcohol limit . From one point of
view it can be argued that the parents should have more control over their
teenagers and the behaviours exposed . A good night out should never have to
end with the police visit to the parents’ house – which is common place and
often irritating for the neighbourhood as well as the parent who has to deal
with the unruly teenager . Shock tactics are therefore used in a positive way
in order to capture the attention of young people and to tell them that their
behaviour and actions are wrong and should not continue . http://www.telegraph.co.uk/news/uknews/law-and-order/2140278/Underage-drinking-in-Britain-among-worst-in-the-world.html
. This telegraph article highlights that teenage binge drinkers are among the
worst in Europe – a concern for every member of the British public .The use of
shock tactics can be an example of a moral panic – whereby articles published
every where are intended to create an emotional response in this case anger and
worry of the older demographic . This is a negative representation of the youth
and is partly why tax on alcohol is going to be raised … in order to try and
reduce the intake of “cheap” alcoholic drinks . The Advert is successful in
promoting the idea that teenagers do not realise the consequences of drinking
beyond their limits ‘Alcohol know your limits ‘ is the slogan used in order to
state that the right amount should be consumed and not more .
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