The "Pain"

The “Painful” Visual

Figure 1: Child Health Foundation- The Scream

Source: Serviceplan (2008)

            The “painful” visual can defined as two types: physical pain, and emotional pain. Firstly, physical pain, the stereotypical images are more about the external pain of flesh. As Figure 1 shown, it is the ad of conveying the issue of child abuse which launched by Child Health Foundation. The back of child is covered with scratches, and scars of wounds depict an Expressionism masterpiece “The Scream” artistically. The thought of this painting actually expresses the inner feelings and emotions. In this ad, both physical and emotional pains are depicted to make people feel painful about it. As comparing to the first ad has shown, instead of promoting a brand or selling a product, this is a social marketing campaign which tends to show the social issue by using “painful” images. Indeed, this example shows the origin of shockvertising, its main purpose is utilizing the notion of creating a shocking visual in order to generate a brand awareness. In addition, it is usually implemented in campaign against abortion, animal brutality, social inequality and so forth. (Kubacka, 2012)

Figure 2: Painful Shoe Aid Ads

Source: Towers (2013)

In Figure 2, for instance, Nexcare Foot Patches shows the product which can relieve the pain from foot woes. Semiotically, the denotation of the ad is the spiny iron fencing, and its connotation is danger and pain. This is a typical visual of painful ads, advertiser utilizes this shock image to shows how significant is its product which can get rid of the external pain. From here we can know that the starting point of advertiser is helping a brand (client) to establish a positive brand image “superhero” who can rescue you from being hurt. However, about the acceptability of the brand image, it would be further discussed afterward.

Figure 3: Japanese Television Commercial for Autoway Tyres.

Source: Youtube (2013)

Secondly, emotional pain is the indepth level of the term “pain”. Emotional pain consists of fear, sadness, grief, depression, frustration, and so on. Specifically, “fear” is the most powerful emotion that advertising strongly emphasizes and explores in order to make receiver feel indelible. As comparison, the difference between physical and emotional pain is the former can only be shown in visual, but the latter one can really affect receiver psychologically through shocking image.

As Oliviero Toscani said, “There are no shocking pictures, only shocking reality.” It is the core of shockvertising, but how true is the reality or fact when it is used for selling product? For instance, recently, a Japanese Television Commercial launched by Autoway Tyres is claimed to be the scariest ad ever. Undoubtedly, it has already been labelled as ‘scariest’ rather than ‘safe’. The main brand attribute (safety) cannot be effectively shown in this ad for receiver the horribly fear (ghost) is totally overwhelming the main brand attribute. In short, this television commercial is purely scary.

The Evolutive “Pain”

Figure 5: Kidnapping Baby

Source: Youtube (2013)

Figure 6: Robbing Couple

Source: Youtube (2013)

The latest trend “prankvertising” has even reached the extent of “pain”, it is another level of emotional pain. The painful experience is brought to the reality for triggering emotion of fear of unsuspicious people. Creative Director of ExFEARiential advertising agency, Chris Hirsch claims that “good advertising makes people nervous, and a lot of successful brands do so” (Youtube, 2013). Some of the representative works are done, such as kidnap of baby to promote a deodorant (Figure 5), as well as, pretending to rob couple from their bed in the dead of night by masked intruders to give your new neer the viral treatment. (Figure 6) It has no doubt that this tactic successfully makes people feel unforgettable about certain brands, but it is just the superficial layer of "gain" that advertiser concern about.

To sum up, "More Pain" indicates the evolution of this shocking tactic. From print media, tvc to real prank, the goal of advertisers is only making controversy and let people talk about it, using the power of word of mouth in social media in order to enhance the recognition of brands.