Anyone who invests P300K per thirty-second television spot expects to get value for money. This deserves a quick and smart answer from those who created and placed the ad. The assurance comes in the form of the attention getting ingredient, the mnemonics that arouse audience interest and at least get him to focus a little on the screen.
When do you stop surfing the internet or reading the morning papers to take a quick glance at the television set. Unless you are a teleserye fanatic, you are tied up with other activities as you sit in front of the TV set. Most writers or producers rely on expressing the message with lyrics and music. The jingle can be sung by the hottest superstar who is retained as the brand endorser. Another technical trick is to raise the sound by several decibels during recording to let volume rise up without you fiddling with your remote.
Of course, this aural or visual novelty does not guarantee that the message is grasped and understood. Being just a sleight of hand trick to grab attention, the effectiveness of the ad depends on how it stands out on the strength of the imaginative manner it tells the selling story. Mnemonics is woven in the storyline to reinforce the message not solely icing to tease the viewers.
If you have noticed lately there are a couple of ads that plays a trick on our hearing. It intentionally inserts the sound of a ringing mobile phone or the buzz of the doorbell that has no bearing at all to the message. I suspect it is a neat gimmick to make the audience response like the Pavlovian canine conditioned to automatically pay attention to the ringing of his cell phone or the doorbell.
Mnemonics like this if ad practitioners consider it as one, cross the line of propriety. Let the message stands out against others by its uniqueness and imagination. The audience should enjoy the right to automatically dump in his mental trashcan what is judged as pure rubbish.
the Guru of Hype 