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The hyperdynamics and the ever-increasing complexity of social interaction forces social actors to build their relationships based on the principles of pure rationalization and moral nihilism. This spurs them on to look for the means of impact which can help them in realizing their interests and relatively quickly achieving their targets, with no retaliation from the side of their opponents. In this respect, an effective strategy involves provoking the opponents into taking the action that would benefit the provoc...

Being fraught with risks, postmodernity forces social actors not only to rationalize their activities and search for fleeting opportunities but also resort to means of influence that help achieve their targets in the minimal amount of time. The field of advertising is not an exception, as copywriters are in constant search for tools that could help them in maximizing the impact of their advertisements and targeting their potential addressees. The paper aims to analyse the provocative aspects of advertising; its ai...