What shocks us? What stimulates us? Shockvertising in the commercial advertisement and social advertisement: a multimodal approach

Abstract

The overriding aim of the article is to discuss the relation between multimodality and persuasion on the basis of two advertising campaigns: the commercial advertisement of Cropp Town (2008) and the social advertisement of Koalicja Wrocławskiej Ochrony Klimatu (2022). Both advertising campaigns are the instances of shockvertising, whose aim is to shock the recipient of the campaign. We shall analyse two modes, namely visual (photography) and verbal (slogan) ones.