The goal of a commercial is to get you to buy something. It may not feature a specific product or service, but in the long run, the advertiser wants you to know about the brand so that when you buy, you will buy that brand.
The goal can be broken down into two objects:
- Getting you to see yourself using the product or service
- Getting you to see how your life will be better off for using that product or service
If either of these two points is not reached, the commercial fails.
For example, a commercial about hearing aids will not interest you if you have have normal hearing. You shut out the commercial immediately because you do not see yourself using the product. You do not need it. If instead you were interested in hearing the voices of friends and family on a regular basis, you should click for more info on plans that give you unlimited minutes, texts and data for a cheap flat price.
An example of the second point would be a commercial about a piece of exercise equipment that you can use once a day for 20 minutes and look like the person in the commercial who’s demonstrating it. You are probably reluctant to buy that because you know from experience that it will take more than 20 minutes per day using that to look like that. You question the benefits of it. So you do not see your life being better off for using it.
Commercials are too short to be able to do either one of these well, but they should at least get you interested in learning more information about either or both points.
If a commercial can get you to go to a website and investigate the product or service, or inquire for more information, it will have done its job.
The annual Super Bowl has brought out the worst in advertising, with many companies working so hard to be the most entertaining, that they forget about leaving the right message. Either the special effects are so fancy, the action so intense or the celebrity factor so captivating that people are not left with some way of seeing themselves using the product and their life being better off for using it.
All they can remember is the special effects or the action or the famous face who was talking but they forget the product or service.
Advertisers should stick to the basics and make sure that it is not the intensity of the laughter that counts or the number of jaw-dropping special effects that is used to evaluate the effectiveness of a commercial.