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Mary Magdalen with Oil Lamp (1635-1640), Georges De La Tour

“Todos vêem o que pareces, poucos sentem o que és.”  Nicolau Maquiavel


The Evolution of Advertising

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Just some decades ago these ads were working for the public… nowadays can you imagine the revolution they would bring?

Offensive vintage ads that would never fly today

Maturalism – the ugly truth as a new Marketing trend

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TRANSPARENCY, THE UGLY TRUTH, SHOCK… these are the strong and powerful emotions that this generation of consumers seek.

Brands are paying attention to that and as a result we have new trends on advertising called Maturalism and Shockadvertising.

What is Shockadvertising? is a type of advertising generally regarded as one that “deliberately, rather than inadvertently, startles and offends its audience by violating norms for social values and personal ideals.” Shock advertising is designed principally to break through the advertising “clutter” to capture attention and create buzz, and also to attract an audience to a certain brand or bring awareness to a certain public service issue, health issue, or cause (e.g., urging drivers to use their seat belts, promoting STD prevention, bringing awareness of racism and other injustices, or discouraging smoking among teens).

What is Maturalism? Thoroughly exposed to (if not participating in) an uncensored, opinionated and raw world (especially online!). Experienced consumers no longer tolerate being treated like yesteryear’s easily shocked, inexperienced, middle-of-the-road audiences. (

Maturalism is a category of Shockadvertising, these concepts therefore walk hand-in-hand most of the times.

This new generation of consumers is able to handle much more honest conversations, more daring innovations, more quirky flavors, more risqué experiences, these consumers increasingly appreciate brands that push the boundaries. They look for adrenaline and shock and brands nowadays deliver just that…

Taboo is the law: if it is banned, if it is shameful, if it is sinful, if it is forbidden then is an excellent creative concept for your next advertising campaign…

Here are some examples of how this new trend is catching the consumers’ eyes and how brands and learning to explore this art:

26 Incredibly Daring Ads that were made to shock you

Oak Brands

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