Over 50,000 new TV ads appear each year, adding to the clutter of hundreds of thousands of ads which already compete for our attention. The first part of any sales pitch is that an ad has to get through this clutter, to be seen or heard by an audience.

Anytime you can remember anything about an ad (brand name, logo, slogan, presenter), then the first part of the persuasion process has been achieved.

To some people, some of these attention-getters may be annoying, or even seem "stupid." Many ads "don't make sense": indeed, they are often nonsense, not logical nor rational messages.

The most common reasons for such ads is that they are simply attention-getters, as part of a larger overall advertising campaign. Such ads often involve simple repetition for "name recognition" or "image building."

Ideally, an ad should be both noticed and liked.

Ultimately, an effective ad has to get a response.

But, the first step in persuasion is simply to get attention.

External attention-getting

Few people seek out ads. Something has to lure an audience to where these persuasive messages will be seen or heard. Some people may think that the primary function of TV is to deliver entertainment to us.

However, TV executives see their role as delivering audiences to advertisers.

The media make their money by "selling audiences" to advertisers who buy the "air time" (TV, radio) or the space (in printed newspapers and magazines, outdoor billboards, and online screens) for their ads. The media then lure audiences to these ads by providing entertainments, such as TV programs, sports, and music.

In 2005, a typical "one-hour" program has 42 minutes of content and 18 minutes of ads..On cable, MTV had even more ads, followed closely by USA and Lifetime.

In that season, ABC and WB made major changes in their format, according to Gary Levin (Gannet News, October 13, 2005): "Until recently, dramas unfolded in four segments, or "acts"... Starting this fall, ABC required drama producers to carve up each episode into six portions. For some shows, including 'Desperate Housewives,' the first segment runs for 9 to 11 minutes before the first break. Once viewers are hooked, they're confronted with four more commercial breaks, each about 3 1/2 minutes over the next 45 minutes." To prevent channel surfing, networks increasingly avoid airing commercials between shows. Instead, they move 'seamlessly' into the next program."

"The business of advertising," writes James Twitchell in AdCult USA, "is essentially the business of trafficking in audiences. After an audience has been gathered, its attention is rented to an agent who inserts a message from a sponsor. The audience pays attention because it has been traded something in return, namely, entertainment."

In that season, ABC and WB

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Ads have a limited "life" (six months or so) but, often, a long after-life. For example, we'll remember some slogans for years after the ad actually stops running on TV.

Constant changes, however, are made within ad campaigns (especially with standard products) so that new ideas, new approaches, new attention-getters, help to keep the brand "fresh."

Many different kinds of attention-getters are usually used within an ad at the same time.
These can be grouped into three major kinds -- Physical, Cognitive, and Emotional.

~ Physical attention-getters refer to the simple reception of incoming stimuli by our senses, especially sights and sounds. People pay attention to the unusual, the unexpected, the atypical in our environment, almost as if an animal were suddenly alerted by a sight or a sound. Often, we observe a sight or a sound (or an ad) until we are able to understand it, mentally deciding where to fit it into the rest of our experience. If an ad does not relate to one of our own desires (or fears), we cease to pay attention. Thus, many ads are still in our verbal environment, but seldom noticed, until we have a need (an illness, a car repair, a new pet) which relates to them. (More - on Physical Attention-Getters)

~ Emotional attention-getters refer to words and images with strong emotional associations, linking the product to our own needs and wants. Persuaders know that some words and images have strong emotional associations. Thus, advertisers use the association technique to link (1) the product, with (2) some thing already liked or desired by, (3) the intended audience. This means that the persuaders must first know what people need and want. Today, each advertiser might use modern market research techniques (polls, surveys, interviews, focus groups) to use with their specific product. Click here for a useful list (24 kinds of needs and wants) of such associations with the "good things" already liked or desired by people.(More - on Emotional Attention-Getters)

~ Cognitive attention-getters refer to ways which appeal to our mind, our intellect. People are curious. Even without ads, people still seek out news, information, advice, and stories. Ten common kinds of cognitive attention-getters are: Humor, News, Lists & Displays, Advice, Lead-ins, Questions, Stories, Demonstrations. Breaking Rules. (More - on Cognitive Attention-Getters)