” A jump scare is a technique often used in horror films and video games, intended to scare the audience by surprising them with an abrupt change in image or event, usually co-occurring with a loud, frightening sound. The jump scare has been described as “one of the most basic building blocks of horror movies”. Jump scares can surprise the viewer by appearing at a point in the film where the soundtrack is quiet and the viewer is not expecting anything alarming to happen or can be the sudden payoff to a long period of suspense.
Some critics have described jump scares as a lazy way to frighten viewers, and believe that the horror genre has undergone a decline in recent years following an over-reliance on the trope, establishing it as a cliché of modern horror films.
In 2004, K-Fee (Kaffee), a caffeinated energy drink from Germany, launched a series of advertisements that featured a peaceful clip, such as a car cruising through a grassy hillside, or two lovers running toward each other on a beach. The clip is interrupted by a zombie or gargoyle popping up on the screen, along with a frightening scream, potentially scaring the viewer. At the end of the advertisement appears the slogan, “So wach warst du noch nie”, which translates from German to “You’ve never been so awake”, simulating the effect the energy drink will have on its consumers. Three “less caffeine” commercials were released, featuring a man in a monster suit or a man dressed as a teddy bear, minus the screams.” https://en.wikipedia.org/wiki/Jump_scare