Shockvertising is a set of advertising tactics that sends its message through the breaking of norms, presentation of shocking images, exploiting the audience’s anxieties, and various other ways. It is a quick way to break through the clutter of similar advertisements in today’s oversaturated world of advertising. While shockvertising is a relatively common tactic in the non-profit sector, this thesis focuses on its use in the for-profit sector and the specific pitfalls and benefits it faces in this context. The focus here is on advertisers, as those who are sending the message, rather than on the receivers. This is done to build a sturdy theoretical base for anyone interested in using or studying shock in their advertising. 

The core of the study shows factors influencing the conception and subsequent creation of a shocking ad while also connecting it to the effect it has on the audience. Through interviewing professionals in the field and connecting their experience to previous studies, the AMEE model is created to facilitate an easier and safer way of using shock in advertising. This model and its thorough explanation can also be found separately in the appendices.

Many important factors that influence the success and effectiveness of a shocking ad have been discovered, analysed, and presented in this study. The findings show that the most important factors are a relevant and purposeful Source of Shock, alignment with the Brand Image, the understanding of the Receiver, and the Context in which a shocking ad appears.