
During the
holiday season, we (the consumers) are subjected to mass amounts of TV, radio
and paper advertisements for products we don't really need but really want.
What makes
up this "want" these commercials invent, and what effective marketing
skills have businesses established in order to sell their product? What is more
prevalent to the holiday season – and should be applied to the entire year – is
the use of the arts in advertising.
From a
logistical standpoint, the arts involved in advertising have lead to successful
studies being conducted by universities nationwide.
For example,
the MIT Comparative Media Studies program advocates the use of arts inadvertising that encourages all media forms, theoretical domains, cultural
contexts and historical periods.
Their course
work primarily provides bridging the gap between advertising theory and modern
practice. Consulting regularly with the arts, business leaders in industry have
advanced the fields of public policy, journalism, education and nonprofit
sectors through the contemporary use and development of arts in media.
In layman's
terms, the arts provide a personal and empathetic but aesthetic relationship
between the product and the consumer.
Recent
research, according to Alan Chapman, a successful self-help business author,
proves that, "where responses are required, the best adverts are those
which offer an impressive, relevant benefit to the (consumer)."
In his AIDA
approach – Attention, Interest, Desire and Action – Chapman builds an
impressive benefit of consumer satisfaction by closely relating to the
consumer, prompting the latter's emotions to purge on the product.

Thus, high
energy, short and recognizable jingles produce the most successfuladvertisements. What is the snack that smiles back? Eat'n Park is the place for
what?
It is these
succinct songs that act has ear worms, nesting in our brains until we are
hungry for goldfish, feel the need to eat at Eat'n Park, or want a piece of Double
mint Gum.
Research
conducted by Radio Recall Research, Inc., has established that people respond
to and remembers thoughts that are colored by feelings. Thus, not only bright
colors or beautiful people are necessary to promotional ads, but the same part
of the brain that responds to imagery will respond to music.
Jingles are
inherently short rhythmic and melodic patterns that stimulate the right brain,
although the left brain responds to reason and step-by-step logic, therefore
determining should I want a snack that smiles back, goldfish are an attainable
source of food.
Continued
studies show the most effective commercials utilize a combination of left and
right brain stimulation.
No comments:
Post a Comment