The shockvertising indicates a communication strategy - as instrument of the marketing mix - which, by the means of the shock, aims at increasing the attention of the recipient and the memorizing of the message with an aim of obtaining from him a reaction. Must be regarded as shocking what is likely to cause an emotional impact.

The shockvertising does not have an official definition at present. However, Flavien Brizard defines it in these termes*: " Born from the contraction of the English words shock (is it necessary to translate?) and advertizing (publicity), the term seems to speak about itself. However, it is necessary to define what perhaps regarded as shocking. The only official text mentioning the shockvertising appears in a Swiss legal text on publicity where it is explained that “ must be regarded as shockvertising any publicity which, independently of the media employed, uses topics without any relation objective with the product or the company and able to involve violent reactions on behalf of the consumers with an aim of improving notoriety of the company ”.

However, this definition leaves a broad margin of interpretation on the methods which cause these violent reactions. But the essential concept which emerges some is that the image, the text, the sound, or even the concept developed in publicity using the shockvertising do not have a logical bond with the praised product or the company (E).

Thus, the strategy employed is to make use of an emotional concept extremely to increase the memorizing of the product by the consumer. Four principal processes emerge.

Initially, the use of the pleasure which integrates the beauty and the sex. One speaks today about smart porn to classify this method (the smart porn is less and less used at present).

Then, the humor which causes the laughter, and allows a very important memorizing. Moreover, it supports the buzz marketing (more known under the name of word of mouth).

Then, the disorder which materializes by a message causing a negative stimulation, thus bringing the spectator towards a situation of anger or sadness. This technique, strongly employed, exploits the topics of violence, drug, death or racism.

Lastly, the confusion, which created an incomprehension of the spectator by proposing to him a message in total inadequacy with the product. The public then starts an unconscious process of reflection to create a bond between these two ideas, which generates a very strong mémorisation."

• extracts from the Newspaper studied Amnésic association Isic Rider, November 2006. Free newspaper of rights.