Advertising has grown into one of the most competitive fields around. With millions being spent on major corporation media campaigns, it's no wonder that 30-second commercials can be compared to major motion pictures. Behind each ad are techniques that capture the attention of consumers.
Grandeur
Many ads attract consumer attention through grandiose ways. Whether this is the SUV driving through the forest or an energy drink that can make you fly, exaggeration and metaphors are two techniques that create a memorable impact on viewers. Part of what makes something seem bigger than reality is the sound track associated with it. Big band music and sexy models help to make having a particular product something that will make a person's life bigger and better. The automobile, clothing, and fragrance industries often use grandiose techniques.
Reality
Whether comparing two products side by side or having testimonial dialogue about real situations and how the product being advertised is the best choice, some companies seek above all to gain consumer trust. Pharmaceuticals, family products, and financial services all focus on trust. These types of industries rely on the audience believing that the product will make a difference in their lives.
Star Power
Using star power to build a brand regardless of the product's features and benefits is seen every day with sporting goods and soft drink companies. The implication is that if you use the same shoes as a basketball legend, you will become as skilled. Star power utilizes the fantasy element within consumers who want a bigger and better life for themselves and allows them to live vicariously through their heroes.
