But does it work?

Does shocking or controversial advertising work?

Advertisers sometimes deliberately startle or offend their audience in order to capture attention and break through media “clutter”.

Does courting controversy in advertising work?

The Money Show’s Bruce Whitfield interviewed Branding and Advertising Expert Andy Rice.

Scroll down to listen to the audio.

Nowadays you’ve got to be bold just to be seen!

Andy Rice (branding and advertising expert )

When controversy is used gratuitously; you’re skating on thin ice.

Andy Rice (branding and advertising expert )

Some brands thrive on controversy. Benetton comes to mind.

Andy Rice (branding and advertising expert )

Controversial advertising races around social media very quickly.

Andy Rice (branding and advertising expert )

Alcohol brands are very reluctant to be controversial.

Andy Rice (branding and advertising expert )

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