In today's society people are everyday surrounded by tousends different advertisement and the same number of advertisments methods. It is impossible for public to notice and remember all of them. That is the reason why the advertiser move the limits higher to brake trough advertisement clluter and to be noticed. Comunication market manipulate with observer using different type of advertisment massages whose in some cases goes over the border of what is considered acseptable and that is the reason why the advertising is percipiated as provocative and unaproporiate. Thad lead us to the purpose of this study which is to get the answer to the question of how is an perception of provocative advertising in advertisment design and is it sucsesufull in gaining observers atencion, and also what are the riscs of using provocative advertising. Is it become a trend only to shock and provoce or an advertisement that use provocative photo, text or animation have an meaningful message? Message that got a purpose to bring us closer to the advertising brand and to who we will trust, messages whose will have semantic and rhetorical value. Research which is conducted in this study is shown us that provocative advertising is positively perceived by the public and that messages that they transfer are not provocative as they were before. Advertisement that using this advertising method are more interesting than standard advertisement, and they basic function is to attract observer and underline them self’s before competition. Exception is Benetton who with their advertising campaign unhate promote actual religion, political and many others subjects and problems.