This video has been watched several million times online.
The issue may be a relatively new one, the tactic of using shock to get a message across isn’t. But can it still have the same impact, or have we become desensitised?
When Italian fashion firm Benetton used the picture of American Aids victim, David Kirby, surrounded by his family as an ad for the firm’s Aids campaign it caused so much controversy.
Now another one is taking place, this time with a German ad agency. A steamy new Aids awareness advert showing an Adolf Hitler look alike having sex has has come under fire by activist groups for stigmatizing those who are infected with the virus.The ads that also feature Joseph Stalin and Saddam Hussein look alikes, are part of the “Aids is a mass murderer” campaign. Just to warn you, this video contains explicit sexual content, but if you choose to watch it , how shocked are you by it?
“The campaign is designed to shake people up, to bring the topic of Aids back to centre stage, and to reverse the trend of unprotected sexual intercourse,” Das Comitee, the ad agency, said. So, how shaken are you?
Take a look at these ads; one about the vicious cycle of child abuse , the other about drug driving . Also this picture of 27-year-old Isabelle Caro that has been on display in Italy during the Milan Fashion Week to raise awareness about anorexia. All quite a disturbing watch.
Many adverts use shock tactics to get people’s attention but as these ads get more shocking all the time how much value do they have? And if we’re constantly exposed to shocking images, do we become immune to them? Does shock still have value?
This blogger thinks not, ‘goin’ to Acapulco’ says:
“Shock journalism and photography is a cheap way to gain the public’s attention. True it grabs the eye and draws the consumer into the ad, but it does not address the products purpose.”
Is he right? Are we all shocked out? Or do we need to be shocked to pay attention sometimes?