This research proposal examines the use of shock advertising, also known as shockvertising, in Pakistan and its impact on customer choices. The proposal seeks to understand how and why marketers use shockvertising as a strategy in Pakistan. A literature review presented findings from past studies on how shock advertising generates attention but reactions vary based on culture, gender, and generation. The proposed study would involve showing Pakistani millennials shock advertisements and surveying their reactions and willingness to purchase the products. The significance is that it would help marketers understand whether to use shockvertising in Pakistan.

1. MASTER’S RESEARCH
PROPOSAL
TOPIC:
SHOCKVERTISING IN
PAKISTAN & ITS IMPACT
ON CUSTOMERS’
• Iqra Aslam (18S-MBA-
BS12)
• Varda Shaikh (18S-MBA-
BS19)

2. SHOCKVERTISING IN
PAKISTAN & ITS IMPACT ON
CUSTOMERS’ CHOICES
INTRODUCTION
Shockvertising; which is also known as shocking
advertising, is a type of advertising which startles and
offends its audience by violating norms for social values
and personal ideals.
AIM
Shockvertising aims at capturing attention of customers to
a particular product and usually supports a sales strategy
in a short run. It suddenly grabs viewer’s attention by
creating a buzz.

3. BACKGROUND
Since the very first shocking advertisement in 1984,
when the Italian clothing company Benetton Group
used somewhat controversial images and messages in
their advertising campaign. After that it became
popular to use the shocking contents in advertising
campaigns.

4. RECENT EXAMPLE:
SANA SAFINAZ controversial ad campaign is buzzing all
around, creating hype, raising many questions and
increasing sales absolutely.

5. Literature Review
Authors Year Findings
Engelbart and et al. 2017 The reaction is stronger among participants if their
own ethnicity is portrayed. It also concluded that
female has stronger reaction to shock
advertisement than their male participants. Thus,
the culture content in shock advertising is
important
Widawska-Stanisz A.
and Sowier-
Kasprzyk I.
2017 Shockvertising did generate interest among
audience in Polish Society but it is not the decisive
factor for their action.

6. Authors Year Findings
Renáta Machová and
et al
2015 Each generation reacted differently to
shockvertising. Veteran are loyal to product whose
ads are less controversial, baby boomer grab the
essence of shockvertising ads, Generation X prefer
to ignore sockvertising ad, Generation Y watch it
on internet and Generation Z, consider violence
and fear an upsetting factor.
Jurate Banyte and et
al
2014 In order to gain customer attention and to change
their mindset, shockvertising must generate strong
emotional reaction.
Pavel Skorupa 2014 Helped to understand the application of shocking
contents in the print, social and commercial
advertising
Regina Virvilaite and
Migle Matuleviciene
2013 Socio-demographic and culture-social factors
influence positive and negative attitude towards
shock advertising. These socio-demographic and
culture-social factors are: religiosity, moral
principles, age, gender, individualistic or
collectivistic culture, and high or low context
language.

7. Authors Year Findings
Natalia Kubacka 2012 Helped to determine the power and importance of
the shockvertising in Benetton’s campaigns and
helped to examine its role
Javed and Zeb 2011 Helped to understand the impact of shockvertising
and how it affects the viewers.
Nirav Halvadia and et
al.
2011 It is easy to shock Indian audience who are not
exposed to shock advertising as the foreign
audience is. They also concluded that shock
advertising has both positive and negative impact.

8. Statement of purpose
The purpose of this study is to determine how and why the
marketers use this strategy and its impact on customer’s
choices. The aim of the research was to study the reactions of
consumers on shock advertisement campaigns.
Goal Statement
The purpose of this paper is to understand the implementation
of shockvertising by determining its impact on customer’s
choices in Pakistan.

9. Research Question:
The research question of this paper is to determine
the use of shockvertising in Pakistan and its impact on
the customer choices.

10. Research Gap
This research has not been done in Pakistan before so it will
help understand how effective shockvertising is in Pakistani
Market among Pakistani consumers. Did the Pakistani consumer
understand the meaning behind shockvertising and did it
generate desire outcome.

11. Research Methodology
The method applied is as follow: millennial in their
twenties will be shown some shock advertisement and
then will be provided with a questionnaire to check
their degree of offensiveness towards the
advertisement and whether they are willing to
purchase that product or not.

12. Significance of Study
This research will help marketer understand whether to use
shockvertising in their advertising campaign or not. It will help them
shape their advertising campaign

13. References
Jurate Banyte, Kristina Paskeviciute, and Ausra Rutelione . (2014). Features of
shocking advertizing impact on consumers in commercial and social context.
Innovative Marketing, Volume 10, Issue 2, 35-46.
Kubacka, N. (June 2012). The power and role of Benetton’s shockvertising.
Nirav Halvadia, Dr Vipul Patel and Shekha Patel. (2011). Shock advertising and its
impact. International Journal of Sales and Marketing Management, 30-36.
Regina Virvilaite, Migle Matuleviciene. (2013). THE IMPACT OF SHOCKING
ADVERTISING TO CONSUMER BUYING BEHAVIOR. ECONOMICS AND MANAGEMENT,
134-141.
Renáta Machová, Erika Seres Huszárik, and Zsuzsanna Tóth. (2015). The role of
shockvertising in the context of various generations. Problems and Perspectives in
Management, Volume 13, Issue 1, 104-112.
Silke M. Engelbart, D. A. (2017). Examining Asian and European Reactions within
Shock Advertising. Asian Journal of Business Research. Volume 7, Issue 2 , 37-56.

14. Skorupa, P. (22 Dec 2014). Shocking contents in social and commercial advertising.
tandfonline , 14.
Widawska-Stanisz A., Sowier-Kasprzyk I. (2017). The promotion of phisical activity in
shockvertising campaigns. Economic Processes Management: International Scientific E-
Journal.
M. B. Javed and H. Zeb (2011). GOOD SHOCK OR BAD SHOCK:What impact shock
advertisements are creating on the mind of viewers. Annual Conference on Innovations in
Business & Management, (p. 12).