Provocative advertising: taboo breaks for a breath of fresh air in Vienna!

Provocative advertising: taboo breaks for a breath of fresh air in Vienna!

Schloss Schönbrunn, 1130 Wien, Österreich - On July 14, 2025, the 9th hybrid industry talk from the Werbung and Markt communication of the Vienna Chamber of Commerce took place in the pharmacy wing of Schönbrunn Palace. Under the title "Wiener Wermtmäh, part 3 - how provocative can advertising be?!" Discussed experts on the borders of the provocation in advertising. The event, moderated by Sigrid Neureiter-Lackner, was aimed at members of the specialist group and interested participants: inside.

The discussion was characterized by examples and experiences from the industry. Florian Felder from the Schönbrunn Group spoke about brave advertising formats, including a fictional real estate display for the castle. Martin Eicher, the representative of the Ottakringer brewery, illuminated the importance of humor and self-irony in branding, while Doris Felber from the Felber bakery highlighted a remarkable increase in sales of 10% by a polarizing DIY: Inner spot during the pandemic. These perspectives show how provocation can be used successfully.

provocation as a strategy

provocation in advertising can be a double -edged sword. Taboos are demonstrably the potential to attract increased attention to consumers. According to ARD Media's findings, taboo topics can affect brand perception both positively and negatively. An example from the past illustrates this tactics: an Italian fashion brand successfully used taboo topics in the 1990s to increase brand awareness.

advertising uses these psychological tricks to win customers and influence their buying behavior. Emotionally appealing content and invented stories promote positive associations with products. The question remains how far the provocation in advertising can go without endangering the brand image. Alexander Hovorka from Bestattung Himmelblau, who pursues humorous approaches in communication about death, has already been nominated twice for the State Prize and illustrates how sensitive can be dealt with.

The key to successful advertising

Successful advertising is not only based on creative ideas, but also on emotionality that arouses it. Colors and music play a central role by creating targeted associations - be it love, hope or joie de vivre. Advertising aims to anchor products in the awareness of customers and to influence their buying behavior. In this context, Pia Hall from Schlaveana appealed to companies, to show attitude and to integrate authentic communication in their campaigns.

The final discussion of the industry talk produced a consensus: Provocation is acceptable in advertising under strict requirements as long as it is implemented with respect and a clear goal. Participants: Inside, there were consistently positive mood regarding the conversations and the exchange about humorous communication strategies.

A recording of the event and the spots shown on the website of the Werbung Vienna department is available for interested parties. This gives the industry a valuable exchange about taboos and provocations in advertising - an essential discussion for the future of brand communication.

For more information: Leadersnet | ARD Media | [Wissen.de] (https://www.wissen.de/beinflüflüflung- through