Why Do Some Advertisements Intentionally Create Controversy? Risks and Rewards of Shock Advertising

Hey there, friend! That's a really great question. You've probably come across some ads online that made you frown and think, "What were they thinking?", right?

Well, actually, a lot of the time, this is intentional on the part of the advertiser or the agency. It's pretty interesting to talk about, so let me break it down for you.

This tactic has a name in the marketing world: Controversial Marketing. Basically, it's about deliberately walking a tightrope, grabbing attention by creating buzz and controversy.

Think of it as a high-risk, high-reward gamble.

Why Take the Risk? What's the Payoff? (The Rewards)

Think about it: how much information do we see every single day? Scrolling through your phone – short videos, news, social feeds... your attention is completely fragmented. A bland, ordinary ad is like tossing a tiny pebble into the ocean; you won't even hear a splash.

So, brands have to pull out the big guns just to get you to look at them.

1. Dropping a Depth Charge in the Info Ocean: Making You Look

Core Logic: Better to be controversial than invisible.
Plain English: You'll forget a standard "our product is great, buy it" ad in about a second. But an ad that makes you think "That's ridiculous!", "That's messed up!", or "That's hilarious!"? You'll not only watch it, you might even screenshot it to share with friends and rant about it. See? You remember it. Even if you remember it for being "bad," that's still better than not remembering it at all.

2. Free Mega-Megaphone: Getting People to Argue You Onto Trending

Core Logic: Spark social debate to achieve viral spread.
Plain English: Brands pay to reach a limited audience with ads. But if an ad is controversial, people will spontaneously discuss, debate, and take sides on Weibo, Douyin, WeChat Moments, etc. The hotter the debate between supporters and critics, the more the topic trends. It's like countless netizens doing free promotion for you. Way cheaper than spending millions to buy a trending spot.

3. Precision Strike: The People "Hating" Weren't My Customers Anyway

Core Logic: Screen the audience to solidify the core user base.
Plain English: The controversial point in some ads is actually carefully designed. It might deliberately offend one group (e.g., more conservative older folks) while perfectly hitting the sweet spot for another (e.g., individuality-seeking young people). The young people think, "Wow, this brand is so cool, they get me, they're not like those old fogeys!" So, even though the brand catches some flak, it gains a fiercely loyal fanbase.

4. Crafting the Persona: I Want to Be the "Bad Boy"

Core Logic: Establish a unique, distinct brand image.
Plain English: For brands like streetwear labels, energy drinks, or those with a rebellious streak, their image isn't about being "the good kid." They need outrageous, rule-breaking actions to tell consumers: "We're challengers, we don't play by the rules." Controversial ads are the perfect tool for crafting this "cool persona."

Playing with Fire: The Huge Risks Behind High Rewards

Of course, this gamble is extremely high-risk. One wrong move, and you can get badly burned.

1. Brand Image Plummets: Stained Beyond Repair

The Most Common Crash: This is the biggest risk. If the controversy isn't controlled properly – for example, if it crosses red lines like sexism, racism, or disrespecting women – it's not "discussion," it's "condemnation." Consumers will see the brand as having problematic values, feel intense disgust, and might even boycott it. Once this negative image sets in, it can take years to fix, if ever.

2. Too Busy Arguing: Forgetting What You're Selling

The "Stealing the Spotlight" Risk: Sometimes the ad is so controversial that all the attention focuses on the "argument," completely ignoring the product the ad is supposed to promote. The end result? The ad goes viral, memes fly everywhere, but hardly anyone remembers which brand it was for, let alone buys the product. Total wasted effort.

3. Landing in Hot Water: Fines, Bans, Takedowns

Legal and Regulatory Risks: A lot of controversial content skirts the edge of ethics and law. If it crosses the line – violating advertising laws, involving false claims, offensive content, etc. – it will attract the attention of market regulators. Fines, public apologies, ad takedowns... the whole penalty package awaits.

4. Offending Everyone: Alienating All Sides

The Strategy Failure Risk: The plan was to "precision strike" one group, but a misstep ends up offending the target audience too. For example, an ad trying to appeal to youthful individuality might come off as so over-the-top that young people think, "That's so cringe, don't speak for me." The brand ends up in the awkward position of pleasing no one.

To Sum It Up

So, you see, pulling off "Controversial Marketing" is like walking a tightrope.

Walk it well, and you can reach the other side quickly, basking in the spotlight, reaping fame and fortune. Slip up, and you plummet from a great height, shattered.

It intensely tests a brand's ability to gauge social sentiment, user psychology, and cultural boundaries. Successful cases (like some early Durex ads) are often hailed as classics. Failed cases (like certain brands' offensive ads) become cautionary tales forever nailed to the wall of shame.

So next time you see an ad that leaves you scratching your head, you can ponder: was that move a stroke of genius, or the start of a reckless gamble?