The analysis of the shock advertisement “8 march 8 women” which was broadcasted in Turkey

Abstract

Shock advertising or shockvertising is a type of advertising that aims to create an unusual effect on target audience in order to plant ideas in their minds via attention-getting images. Striking images used in shock advertising intend to cause such feelings as horror, irritation and sensitivity to violence to convey the message in an intense way rather than to give aesthetic pleasure. In shock advertising, the use of sexual imagery -although common- is known to be used by the different types of advertising as well.One of the main problems in Turkey is the tendency to give women secondary status in a male-dominated social structure which precludes the individualization of women. Most women’s not having economic freedom makes them assent to domestic violence. The silence against domestic violence is only broken when there is a brutal murder of woman. Therefore, the shock advertisement chosen for this study is of great importance. In the first part of the study; definition of advertising, its functions and types are summarized, in the second part; definitons of “shock message” and shock advertising along with its distinctive features are covered. In the third part; first, the term domestic violence is defined, and then a public service advertisement example of a social responsibility campaign (8 March 8 Women), which can be discussed under subtitle “Shock Advertising”, is examined through the semiotic method. Finally, in the conclusion part, some detections and suggestions within the context of this campaign are stated.