Shock in Public Service Advertising

Public Service Shockvertising witnessed, in the recent few decades, wide spread or boom in several countries worldwide, as advertisers began to look at the same as an effective means as per which they can draw attention, persuade and influence through using horrible images for intimidation or bold or provocative messages. With the intense competition in the advertising field, most nonprofit organizations tended to function shockvertising to increase influence and strength of advertisements as well as increased awareness and changing behavior toward social different issues especially those are related to health or injury protection such as wearing safety belt, Sexually transmitted diseases (STDs), AIDS, Smoking or humanitarian issues such as child abuse, family violence or harassment.
Advertising men, marketers, psychiatrists and sociologists discussed the effectiveness of shockvertising with conflicting opinions whether pro or against it. Whereas the Arab World has become exposed to this type of advertising which notably spread around the world. Consequently, the research problem arises which can be encapsulated into answering the following question:
How can the shock element be utilized in effective and successful design of public service advertisements in Egypt to achieve highest levels of drawing attention, influence and dazzling to achieve objectives of the advertisement?
The research objective is to draw attention of and encourage bodies, which are concerned with public service advertising in Egypt, to function the shock element in designing public service advertisements and provide solutions to the community problems which are the most important objectives of those bodies and establishments to catch eyes and occupy minds of recipients for the longest possible period with a view to achieving the purpose of the advertisement. 
The research methodology adopts the analytic description of some examples of Arab or world public service advertisements which functioned shock in a bid to finding a pack of standards adopted by designers for successful shock advertising. Then a questionnaire, on samples of Egyptian and foreign advertisements, on the same subject (dangers of smoking) to compare between the strength of the shock at the Egyptian and foreign advertisements to determine to what extent the shock elements affects the Egyptian recipient.
The research reached that shockvertising is a double-edged weapon. Sometimes, shockvertising is appropriate regarding health or safety issues, whilst, it may be repellent with a negative effect causing avoiding the relevant trademark.