What Gives a TV Commercial A "Hook"?
These days it's like TV commercials are all the same. At the most basic, they all have powerful visuals, samples of popular or obscure music, shots of famous people, voice overs by famous people, and perhaps a joke or gag.
What's the most important aspect of a commercial these days? The music? The actor? The gag? What?
What's the most important aspect of a commercial these days? The music? The actor? The gag? What?
Views: 9
Replies to This Discussion
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Permalink Reply by TJ on -
Making me THINK through...
Sarcastic quips...(Geico's Lorne Wallace ads) "I didn't say I wouldn't go fishing with the man"
Incredible visuals like GE's Eco-ads (kid capturing the wind in a jar) which leads me right to...
Never underestimating the VERY influential power of MUSIC...especially 80's music. "Music doth have charms to soothe the savage breast"
Don't "dumb me down"...I'm doing quite well on my own in that department.
Stay away from things that annoy the hell out of me...crying babies...endlessly ringing telephones...irritating pop stars.
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Permalink Reply by J.N. Morin on
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Whatz' the most important aspect of a commercial these days?
Selling the freakin' product... how bout' that for some creative direction...
Commercials are all the same cos' everyone's so "out of the box" that they are failing to promote what's in the box...
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Permalink Reply by TJ on
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Yeah yeah yeah...."sell the freaking product", AD Nauseum Advertising 101 in every AD(D) book every fucking written.
Endearing memory is the biggest fish that an ad needs to "hook" into to snag any potential buyer. The smell of moms apple pie, that funny dance/impersonation combo dad used to do when he came home from work...the song in the background when you had your first kiss...Your donkey laugh that makes everyone else laugh along with you. That evil, funny side that laughs at some one else's minor misfortunes...or your own.
You know...we're not all that different if you really take the time to look.
You were and probably still are Daddy's little girl...or his Big Tiger/Nuker/Dozer...Mom still probably smiles lovingly at you while watching you...unnoticed in the background. Something baked hits somewhere deeply within your id as you walk by the bakery. Deep inside you KNOW you're something more than you are right at this moment. You're better than ___________...what are you afraid of? You've been hurt badly by someone or something. You've overcome something tremendous. You ALWAYS do a stupid-looking dance when you hear KC and the Sunshine bands "Get Down Tonight"...no matter WHERE you are. (I'm doing one right at this moment.)
Its stuff like that, gently placed in ads that creates the following. Following equals sales. Sales equal a fat- assed wallet.
Its easy to simply move a person physically...but, you move them through emotion, THATS powerful stuff. "Steel is strong, but the Flesh ...is stronger.
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TJ... did you forget what happens when you overdose on your medication?
Ritalin can make these symptoms worse;
confusion, hallucinations, severe anxiety, tension, or agitation,
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Permalink Reply by TJ on
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All kidding aside...I relish and nurture my symptoms and side effects. Tiptoeing barefooted on a razor while listening to some Canon.
I see things so much clearer now. Come dine at my table sometime....feast for the senses I'm sure.
You're forgetting the power of mind altering substances. Something to be said for being able to look around corners...even in ones own mind.
*wink*
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chuckle... chuckle...
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Permalink Reply by TJ on
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Stoooooooooooooooooop...I know you have "corners" too.
Probably have the shoes to match...
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was that stoop or stop?
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Permalink Reply by Kurt Beren Geiger on -
At the risk of sounding so very cliché, I'd still have to say the most important aspect of a TVC today is the 31st second. And that means that the pivotal question has to be how the "hook" goes about engaging its prospective audience. If the gag’s good enough to be retold IRL at work the next day, then it’s worked. If the song’s engaging enough that the kids rush to their iTunes to download it, then it’s worked.
Honestly, if all your TVC’s about is moving the product, then there’s probably a lot more effective media and channels to use than film and television. Tier three newspaper adverts can still work wonders.
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Permalink Reply by Diane Davenport on
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The most important thing varies depending on what you selling and who you selling to. I agree the product gets lost in all the fun. Too many times I hear people in the lunch room talking about this great commercial they saw. Whether is be funny, famous or who knows what else. You ask them what it was for and they have no clue.
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