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  • Shockvertising: Dissecting the world’s most shocking ads

    As part of our Emotions UNcovered: Surprise and Shock season, we’ve jumped back into our emotional database of over 2.2 million audience reactions to discover how shockvertising is used across the globe, and what effects it has on audiences. Shock is an interesting emotion to look at when it comes to advertising as it is one of the least frequently used psychological responses, with exceptions being action and horror film trailers and public service announcements. US – AT&T: Close to Home – It Can Wait This harrowing ad was commissioned as part of AT&T’s Close to Home campaign which was launched back in 2016 to raise awareness of the dangers of using your phone when you drive. It was released to a polarised opinion with many respondents finding