The Efficacy of Shock Value

New Years Eve, St. Patrick’s Day and most recently, the Fourth of July – are all holidays during which radio Public Safety Announcements (PSAs) really ramp up. These holidays stimulate PSAs specifically warning of the dangers of driving drunk – and for good reason. Tragically, during the Fourth of July weekend, 43 percent of the nearly five hundred car accidents involve drunk drivers (NHTSA, 2008).

As someone who pays particular attention to the methodology behind advertising, I tend to prefer radio PSAs that breakout amongst the clutter. The ones you find yourself citing during conversation. Usually these aren’t the ones featuring the voices of cultural icons like Brad Paisley or Kelly Ripa (for MADD). In my experience, the radio PSAs that stick with me, have shocked me with relatable statistical data. Data such as “the three days surrounding the Fourth of July rank higher in terms of fatal car accidents then the four days surrounding New Years” (taken from a MADD PSA). Within the realm of staying relatable to an audience, shocking – it seems – sticks with us.

A new kind of PSA

Shocking an audience into taking notice is not exactly a novel idea however. It is also not one relegated to radio and print. Shock value has also found a home in television PSAs which are also starting to embrace provocative new campaigns to gain a higher impact.

One TV PSA, which can be said to embody this trend, is currently being aired on the Islamic broadcast organization, QTV. Based around the (intense) metaphor that allowing friends to drive drunk is equivocal to murder, the commercial employs some intensely graphic imagery in its final frames.

Although the PSA is not being shown in the US, it is garnering a lot of attention internationally. The commercial is jarring, purposefully offensive and completely unforgettable. Point being: the message stays with you. In fact, it practically haunts you. This raises the question: does the commercial’s efficacy condone the violence it hinges upon? Is it then, effective marketing?

About the Author: Jeremy Belitsos

As an Account Services intern at Off Madison Ave, Jeremy is involved in many different avenues of the agency. He graduated from the University of Arizona with honors in 2008, he holds a degree in Political Economics with a minor in marketing. Jeremy has since held several public relations internships in both the non-profit and private sectors.

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