- A relatively new consumer trait that has emerged amongst the ‘Internet Generation’ is that the young demographic are drawn towards the weird and wonderful in entertainment and advertising. This idea of the ‘fail generation’ is a reference to a popular website amongst young people where people upload videos and images to the website (see http://www.failblog.org) of ‘fails’ that have occurred in banal circumstances in everyday life. In the respondents’ interpretations of some shock advertisements, their statements show that they would pass a shock advertisement on to friends if it proved to be extreme and to break boundaries supports this notion.
- This idea of taboo entertainment is what can ultimately prove a draw for a shock advertisement amongst the 18 to 34 male demographic. They enjoy watching something different and possibly grotesque and which expresses an extreme activity and represents a base level of entertainment for this demographic.