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Schockwerbung als Instrument der Public Relation : ein Vergleich zwischen einer kommerziell orientierten und einer Nonprofit-Kampagne

Shock advertising as a public relation tool : a comparison between for and non-profit campaigns

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  • This bachelor thesis deals with the phenomenon of so-called shocking advertising trac-ing its evolution and development to the present day. Here, the central question is in exactly what way companies, on the one hand, and NGOs on the other hand benefit from the media attention generated by shocking advertising. Hence, it is the intention of the thesis to clarify to what extent shocking advertising can in fact be applied as a PR tool. For this purpose, the thesis utilises a comparative approach, This being the most recent campaign of the fashion brand Benetton, considered to be the pioneer of shocking advertising. This will be elaborated on, before subsequently analyzing the use of shocking advertising of the NPO Amnesty International. Comparing commonalities and differences of both approaches, the thesis ends with a clear conclusion: If shock advertising is clearly connected to the organisations general PR, as well as aligned to the corporate structure along with corporate responsibility, shocking advertising can in fact be an effective PR-tool.

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Author:Hendrik Jörgensen
Document Type:Bachelor Thesis
Date of Publication (online):2013/05/07
Publishing Institution:Hochschule Mittweida
Release Date:2013/05/07
GND Keyword:Werbewirkung; Öffentlichkeitsarbeit
Institutes:06 Medien
DDC classes:380 Handel, Kommunikation, Verkehr
Open Access:Frei zugänglich
Licence (German):License LogoUrheberrechtlich geschützt