How successful is the use of photography in advertising?

Can photographic images really enhance the success of an advert? (NOT images of the product itself, but photographic images used to promote a product..) For example: the shock tactics employed by Benetton through their shocking visual imagery... Benetton used photos that had hardly any relation their... show more Can photographic images really enhance the success of an advert?

(NOT images of the product itself, but photographic images used to promote a product..)

For example: the shock tactics employed by Benetton through their shocking visual imagery... Benetton used photos that had hardly any relation their products; they simply understood that shock tactics not only grab the attention of the consumer, but also that of the media, and in doing so increase the effectiveness of the campaign.

(Please provide examples if possible.)
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