Shocked and Appalled

One of the reasons Marilyn Manson was so successful was not only for his appearance or theatricality, but for his physical transformation from ordinary to excessive. He found a niche where he could disseminate his mythos and manifest a cult following of shock-rock worshippers. Shock-vertising employs a similar strategy by using graphic images to sell a product or describe a societal problem or need. This is effective because it compels the viewer to further investigate the ad to discover its message, while leaving an impression that persists after its initial consideration. However, the primary significance of using this method of advertising is that few people are doing this so it
stands out.

Manson emerged in the early 90's when the Punk and Metal scenes were already in full-force, if not on the downturn, but he was able to push the theatrical aspect of these genres in a more eccentric way and he even created rumours about himself to perpetuate the image. Ad campaigns parallel this "affront" to humanity by linking the grotesque with the consumer's desire for things. This gothic principal has had recurrences throughout history in mediums such as painting, architecture, music, literature, and subsequently marketing as well. We as humans are the only species on the planet that will over-indulge and it has taken a dramatic toll on our environment. Our insatiable appetite for materials and experiences has grown to a massive summit from which there is no sign of the earth below, with technology reinforcing such "heavenly" temptations.

Of course, no matter how effective shock-vertising is, it does have a time and place and should be used sparingly. If every ad we saw in our daily lives was some shocking image, eventually we would adapt and even these ads would be ignored, becoming a blur of blood and guts. Also, policy-makers do not take too kindly to graphic depictions and will more than likely point fingers when children commit acts of violence, just as they did with Manson after Columbine. As it is now, abjection is a very attractive marketing tool as it reminds us of our own bodies in their fragility and ephemerality, while our minds become dependant on immediacy and transience. Time will reveal the future recessive affects.