Tati’s Bootylicious – Shockvertising
Papua New Guinea’s (PNG) cybersphere is now being riled by a music video by Musician Tati Mangi PNG. His new video titled ‘Bootylicious’ has got the community talking – most with negative comments – nonetheless achieving its intended purpose.
Tati and his promoters are using shock advertising or shockvertising to get attention.
According to MBASkool.com, the method of advertising uses concepts that violate social norms and is usually used to break the monotony of regular advertising by shocking the audience.
In PNG, the idea of a woman in a two piece bikini twerking is not something you see every day. It is indeed shocking to many, despite seeing it on television for decades.
Yes, we have MTV.
The use of shockvertising is not new in mainstream media. You may have seen it, but not realized it is what it is. I’ll give a couple of examples.
Warning: the ads are usually graphic in nature.
Anti-smoking and general health ads have always employed this technique to get attention.
Shockvertising has also been a staple in anti-alcohol campaigns. The Finnish ad below gives a glimpse of how a child would see a drunk parent.
Closer to home, the advertisements employed by Motor Vehicle Insurance Limited and the National Road Safety Council are mild versions, mainly because the graphics is somewhat censored. However, the idea is the same.
Riding the Shockwave
Promoters usually use the buzz generated by the shock to divert attention to something else. In Tati’s case, I’m assuming it is designed to promote his upcoming album.
In most cases, advertisers have had to defend their advertising amid public outcry. Tati has already come public to defend his music video. However, the question is ‘how will the public react?’
Once, the shocking part has subsided, how is the public going to react? Has it generated enough buzz to get people to buy his album or has it turned people away from his music?
Only time will tell.