Figure from:Communication Today, Volume 7, No. 1, 2016

Figure 7 LUCE 2. COCd- COLE AAVETUSINE SUNS Source: Ukrairicy oburzent reklamq Coca-Coli w internecie. Koncern przeprasza. [online]. [2015-02-19]. Available at: <hup://;www polsk eradio.pl/5/3/Artykul/1566445, Ukraincy-oburzeni-reklama-CocaColi-w-internecie-Koncern-prcprasza>. Reaching for shocking messages, one must bear in mind that the use of negative (causing c.g. fear or dis- gust) emotions in advertising is risky, as its effect may be counterproductive. Instead of actions in the form of purchase or forwarding a link to the ad, the brand can be ‘boycotted’. An example of a brand boycotted as a re- sponse to controversial advertising can be the one from January 2016; the Coca-Cola advertisement, on their profile on one of the Russian social networking sites used a map on which the Ukrainian peninsula of Crimea occupied by the Russian authorities was shown as being part of the Russian Federation. Indignant citizens of Ukraine announced a boycott of the brand. They declared on the Internet that they would neither drink nor buy the sweet carbonated drink. The embassy of Ukraine in the United States sent letters to Coca-Cola and the State Department in which it expressed its concern about the publication of the map.

Related Figures (39)

The most famous model, referring to the construction of advertising messages, is the AIDA model, cre- ated as early as in 1925 by E. K. Strong. The abbreviation is an acronym derived from the names: Attention — attract attention, Interest — become interested in a product, Desire — trigger the desire to purchase, Action — stimulate the action leading to purchase. source: own processing based on various sources*|

Another erotic accent was used by the British company Antonio Federici Gelato Italiano in conjunction with religious themes for advertising ice cream. Advertising posters presented people dressed up as priests and nuns. One of them shows a pregnant nun, another one shows two priests looking as if they were going to kiss each other, another one shows a nun and a half-naked priest in a unequivocal pose. ficture 4: Antonio Federict ice cream advertisement Source: Lody Antonio Federict. Zakazano reklamy 3 cezarng zakonnicq. [online]. [2015-12-16]. Available at: <hup://www pomorska.pl apps/pbes.dll/article?AID=/20100915/CIEKAWOSTKI/978464345>.

Recently, emotions have been aroused by an advertisement of the Denim X Alexander Wang denim jeans. The collection went on sale on 8" December 2014; controversy was aroused on the Internet due to Ann Ewers posing nude with jeans at her ankles. One of the photographs was particularly controversial as the female model was captured from the waist down. We can sec her oiled thighs, one hand placed on the womb ina way that suggests masturbation. Source: Denim Gets Dirty: Denim X Alexander Wang. [online]. [2015-12-15]. Available at: <hup://styleetcetera.net/denim-gets-dirty-der im-x-alexander-wang/>.

In October 2015, Adrian pantyhose advertising placed billboards of the brand with images of a womat in black wearing sexy stockings, leaning against a grave. fictitre 0. Adrian lights advertisement Source: Rajstopy Adriannacmentarzu. [online], [2016-01-07]. Availableat:<hup://www.kampaniespoleczne pl/aktualnosct, 8255, rajst adrian_na_cmentarzu>.

The impact was more powerful due to captions; the poster showing a pregnant nun was accompanied bi a caption reading “immaculate conception” and the poster with a pair of priests looking as if they were going to kiss each other was accompanied by a caption “we believe in salvation”. Erotic themes, naked women ar currently used even to advertise products associated with death. The global manufacturer of coffins, Lindner has been issuing a calendar with pictures of half-naked and naked women leaning against coffins for severa years in Poland. What is more, one can watch YouTube videos with a photo shoot for the calendar.

Picture 7: Death in the New Zealand Superette brand advertisement Source: Najbarduej kontrowersyjne modowe reklamy. [online]. [2016-01-07]. Available at: <hup://www figa.pl/Najbarduie;-kontrower ryjne-modowe-reklamy-ZDJECIA-a625/3>.