The limits of shock tactics in advertising accuse the creators of shocking advertisements of emotional manipulations and commerce of social issues, it may offend consumers, they are differently perceived in commercial and social advertising context. The aim of this article is to analyse the arguments of use shock tactics in commercial advertising based on theoretical framework in the field. Shock advertising is a conscious attempt to cause a shock to the consumer by violating social, cultural, moral, and religious values of society. Scientific literature analysis reveals that shock tactics in commerial advertising may be used to make people stop and notice an advertisement, to differentiate among competitors, to recognize the brand and to encourage consumers to buy products.