1.1 Introduction In an age when consumers are exposed to an estimated 3,000 advertisements per day, what does it take to get an advertisement noticed? For many advertisers, the answer is shock. Although opinions vary on whether shock is a legitimate creative technique or a gratuitous attention-grabbing gimmick, it cannot be denied that it is a widely used advertising tactic (Dahl, Frankenbergher, & Manchanda, 2003). 1.2 Aim of the thesis This thesis aims to provide support for the argument that shock advertising appeals, when used in a public health context, can generate positive action from people, however, when used excessively and to promote issues unrelated to brands, can succeed in offending the public and discouraging brand loyalty and brand use. For the purpose of supporting the above statement, various advertising examples are referred to as well as a communication theory. Since Calvin Klein advertisements boldly displayed the image of a 15-year-old Brook Shields in 1980, dressed in a tight pair of jeans declaring, �nothing comes between me and my Calvins�, the use of ......

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