Almost every American has seen a T.V. commercial. On most occasions we do anything in our power to skip commercials. However, on rare occasions we find a superb commercial. So what separates the excellent commercials from the duds?
A good commercial has objectives (persuasive, informative, or a reminder) however, the main goal is to be remembered, make a profit, and enhance the company's image. But before anything is said in a commercial it must first grab the customers' attention. Advertisers have to compete with the noise of the house. You have to be beat the talking, the dogs barking, the telephone ringing, and other problems that limit the viewers attention. Web Mirage states that a good ad should grab its consumers attention in the first 3 seconds. Obviously that is not a large window of opportunity; thus, quality ads need a strong beginning. Here are a few techniques.
1)Humor
2)Something new/creative/colorful
3)Sex appeal
4)Outrageous acts
5)A celebrity
6)Cute animals or babies
7)Telling a story
8)Emotion/Pain
A good commercial will usually have one or multiple of these techniques at the beginning and throughout the commercial. Then advertisers can slip in information about the company while the target customers are still entertained.
Here is an example of a bad commercial.
It is awkward, not funny, or colorful, and does not fit into any technique mentioned.
http://www.youtube.com/watch?v=elguO9usN4Q
Here is an example of a good commercial.
Has a colorful and uniquely interesting start. Then tells the audience the store brand and information about low pricing. Then it applies slap-stick humor, promotes its “Price Match deal”, then repeats the brand name.
http://www.youtube.com/watch?v=hsvAj6qfmFQ
Other well produced commercial examples
Sketchers “Mr. Quiggly” uses 1/2/6
Chrysler “Halftime in America” uses 5/7/8
David Beckham “H&M Bodywear” uses 3/5
-Michael DiGiovanni
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