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Business Advertising Why Appeal to the Eye in Advertising
Business Advertising Why Appeal to the Eye in Advertising
| Why Appeal to the Eye in Advertising |
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| Written by Samuel S. Peters |
| Thursday, 07 August 2008 09:33 |
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No one takes in any information without it going through one or more of their five senses. Advertisers too must get their message through the same gates. At times the sense of smell is central. The smell from a bakery draws consumers to buy some fresh backed goods. The taste test is used in commercials for soda drinks or pizza. Pictures of food as you enter a restaurant will bring good memories of its flavor. When buying a bed, touch is the main seller. Consumers want to try out the various options to imagine how comfortable it would be for eight hours. The most influential of all our senses is that of sight. In fact, 80% of all we learn comes in through our eyes. Most of the other 20% is learned through hearing. A radio ad then must capture the consumer's attention through words alone. Since 80% of what we learn enters our eyes, that means advertisers are smart to center their ads around this gate to the will. If they can appeal by way of sound also, this is even better. Printed ads can be read multiple times and by multiple people. They can last longer and thus potentially influence more people than sound ads alone. Visual advertisement comes in two forms, words and pictures. Words are abstract for they represent a reality. The word 'house' stands for a dwelling of brick and wood. Words can also stand for products. Slogans have caught on and identify products. One of the most famous was, "Where's the beef?" from the Wendy's ad. Though mainly verbal, that one phrase sold more hamburgers than anyone will ever know. It is rarely how many words are used but which words that is important in an ad. People are usually too busy to read a long message and it is more expensive anyway. The message must be catchy yet have content. This balance is hard to achieve. Sometimes the words used or the image portrayed will be humorous. Humor is a leading attention getter for advertisements. Alaska airlines was excellent at portraying extremes in the airline industry, emphasizing their quality through exaggeration of what the competition didn?t have. Their humorous ads must have kept the airline afloat for several years. Sometimes the ad is whittled down to just a motto, a logo, or a symbol. These along may associate a particular product to people's needs. The colors of Pepsi without words will sell the product. In other words, the wordless picture is the whole ad. In summary, good ads use visual and audio, use precise words, and may add a touch of humor. This combination will most likely get the attention of the public. It requires creativity but is achievable. Once this is done, then the company must choose where the ad will appear. Some creative people have put their brief message on a banner and paid to have it flown over a large group of people. This is a banner ad. It effectively gets the concise message to many people at minimal cost. With the added audio of the plane?s engine to attract attention, both sight and sound are giving the one-two punch to drive the message home to the consumers. About the Author: It's advisable to make sure you pick a california aerial advertising company that handles the job. Some simply outsource the work so they are not personally involved. Learn more about the advantages of promoting your message through aerial advertising services on our website. Kindly provided by LJ-Marketing.dk You are welcome to use this article on your own website, if you include the link just before this text. |
| Last Updated on Sunday, 10 August 2008 14:00 |
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