Module 1 - Communication and psychology Unit 1.2 - Psychology: Shock and provocation
7. Answer the questions.
7.1. What is a good strategy to be attentiongrabbing when communicating?
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Soluzione suggerita: Focusing on wonder, surprise, and not being perceived as mainstream, but as something special.
7. Answer the questions.
7.2. What is provocation based upon?
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Soluzione suggerita: It is based on the ability to trigger an unexpected reaction in people, especially shock.
7. Answer the questions.
7.3. What is the shock factor?
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Soluzione suggerita: It is the potential of an image, text, action, or other form of communication to cause a reaction of disgust, anger, fear, or similar strong negative emotions.
7. Answer the questions.
7.4. Give a definition for disruptive marketing.
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Soluzione suggerita: It is a powerful tool that gets consumers to think differently by using shocking images to attract attention.
7. Answer the questions.
7.5. Why do companies use disruptive marketing?
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Soluzione suggerita: Because they want to try new methods that people haven’t seen before to catch their attention.
7. Answer the questions.
7.6. Is disruptive marketing easy to do?
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Soluzione suggerita: No, it is becoming more and more difficult to do so in the current media environment.
7. Answer the questions.
7.7. What is shockvertising?
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Soluzione suggerita: It is a type of advertising which focuses on the idea of selling products through controversial issues or repulsion.
7. Answer the questions.
7.8. What companies were pioneers of shockvertising and why?
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Soluzione suggerita: Benetton, Diesel, and Calvin Klein were among the first companies to use these techniques because they included religion, sexuality, and race in their ads.
8. Complete the text by choosing the correct option.
Why we Often Remember the Bad Better than the Good
Many studies suggest that we are more 1.likely / probable to remember negative experiences over positive experiences, and according to Laura Carstensen, a psychology 2.teacher / professor at Stanford University, in general, we tend to notice the negative more than the 3.good / positive . Some argue that it long predates us.
“Many psychologists think that this has evolutionary 4.roots / plant , i.e. it’s more important for people, for 5.living / survival , to notice the lion in the bush than it is to notice the beautiful flower that’s growing on the other side of the way,” Carstensen said.
Carstensen, who is known for her research on ageing, said one school of thought believes that our 6.attention / consideration to negative events has adaptive value. She said there’s a lot of information to be learned in difficult or 7.harmless / dangerous situations, and that our brains can apply that knowledge when a 8.different / similar situation presents itself in the future.
Psychological implications of this 9.theory / idea aside, from a strictly “marketable” point of view, what is clear is that having consumers focus on something “bad” will make them more likely to 10.remember / forget a brand. Disruptive marketing, here you are.
Adapted from: https://www.washingtonpost.com/science/2018/11/01/why-we-often-remember-bad-better-than-good/
9. Analyse this picture and explain why it is an example of shockvertising. aperta
Soluzione suggerita: The image is shocking because the product is covered in a colourful variety of fluffy and fuzzy moulds, which is not what is usually expected from the ad of a hamburger. Rather that showing the hamburger at its best – as other competitors do – Burger King decided to focus on the lack of preservatives (and so naturalness and freshness) of their product.
