Theoretical study of «practical» phenomenon: shocking advertising as a part of the contemporary media content

Abstract

The emergence of shocking advertising in Ukrainian media environment is a result of modern development of Ukrainian society and a general world tendency. This work is a continuation of analysis of shocking advertising and its theoretical justification as a phenomenon of contemporary media culture. The article contains analytical overview of historical issues of shocking advertising; preliminary scheme of customer’s perception of this type of commercials is shown; comparative analysis of classical and shocking advertising functions has been made. For future practical studies and working with actual data, we need to maximize our knowledge of shocking advertising as a cultural phenomenon and commercial strategy. So, this work is an attempt to present practical commercial tool in theory. Bring it to scientific level, which could help to define, analyze and understand consequences of this tool / technic / phenomenon.