Designed to disturb: Prevention through agitation

          The use of shocking imagery in advertising is tricky business; though both demand attention, they can threaten to overshadow or obscure the intended message. There is a fine line between disturbing and visceral imagery designed to translate an immediate emotional response into a behavioral change or call to action and grotesque imagery that oversteps its boundaries and leaves the viewer paralyzed with disgust. This type of imagery — often used in public interest campaigns focusing on the dangers of cigarette smoking, alcohol and substance abuse, human rights, and the ethical treatment of animals — is certainly provocative. But what does the use of such imagery do to the credibility of the advertiser? And when all is said and done, is the use of such imagery even effective? Take a look at the advertisements pictured below. Does the imagery compel you to reflect on the issues at hand or recoil in horror?