L’objectif de cet article est de revenir sur une technique publicitaire tout à la fois ordinaire et controversée : le shockvertising. En mobilisant une approche historique, nous avons construit un corpus analytique qui couvre plus d’un siècle de recherches publiées dans le champ du Marketing et de la publicité sur l’utilisation du choc dans une campagne publicitaire. L’examen qualitatif de ce corpus nous permet de dessiner une trajectoire institutionnelle du shockvertising et de scinder son évolution en plusieurs périodes. S’observe ainsi l’acceptation progressive d’une technique initialement condamnée par les premiers professionnels de la publicité, puis la segmentation de cette technique et son affectation progressive à des territoires marketing spécifiques, enfin la mise en question de son efficacité et la critique de son acceptabilité par de nouvelles figures du consommateur soucieuses de défendre et exprimer certaines valeurs sociales. Le chemin parcouru permet de réaliser un état des connaissances actuelles et ouvre de nouvelles perspectives de recherche sur la thématique du shockvertising.
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