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When Are Ads Too Shocking?

When is shockvertising just too shocking? What sort of parameters, if any, should be delineated to mark the division between so-called cutting edge, out of the box advertising and just plain garbage with a very high shocking value designed to call attention to a product by whatever means necessary? But then again, isn't that what advertising is all about? By whatever means necessary...? I just ask the questions.

1.Ad in Campaign Brief Magazine - The sometimes painful birth of ideas
2. Leather bomber jacket - An atom bomb mushroom cloud
3 & 4.Radio Station - Jazz is not for everyone
5. Energizer battery - Keeps going even after it has been beheaded