On an average day I would say I see several dozens of ads. The majority of them are a simplistic "spend you money here" in which I can ignore and sometimes don't even know are there. But every so often my eyes draw to a specific billboard or Internet ad that causes a "maybe I'll check it out" thought. The majority of these have some splash of color, like bright yellow or a dark purple that attracts my attention - because those colors appeal to me - while some have witty slogans, which make me laugh. My favorite would probably be a highway sign that in large letters reads "YOUR WIFE IS HOT" and then a line below in smaller font adds, "So, buy her a better air conditioner."
Video trailers and commercials are laid out about the same way. Some have a catchy tune, which makes me want to see where it goes, or even when there isn't any music/sound and so I want to know why. Most show or movie trailers use cliff hangers to attract peoples attention, and although it drives me mad, the trailer makes me want to see whatever it's advertising. In one it was about 15 seconds of the camera simply panning down the skeleton of a forearm - no sound or music - until it paused at a bony hand that held an object to symbolize the main character of the show. Almost instantly it jumped to at new screen with the words "COMING THIS FALL!" These 15 seconds sends my head reeling. Why is there a skeleton? When is "this fall?" Why would they do this to me?! Of course at that point the media company has won over my complete devotion to seeing the premier of the show in the fall from just a well-planned 15 seconds of my time.
Advertisements and media in general are all about that split second when you glance at a billboard or the television. They have to plan ahead to make sure that in that moment you see it you wonder "what's that about? Let me look closer" rather than "oh not that again.”
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