Prankvertising is a largely growing type of advertisement that uses stunts to shock real people into believing that something unbelievable has happened. The footage is then used to get a large segment of the population to watch it thinking it is paranormal but in fact it is just a marketing ploy. This is being increasingly used as traditional markets are falling by the wayside. The real question that needs to be asked is, “Is this fair to the unsuspecting people who are involved?”

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Prankvertising – a marketing heart-attacktic too far? – The Guardian