Basic Needs: Activity People need to be active.
Basic to life is that our senses need to be stimulated, our muscles need
to be used. Nonverbals and images commonly used in ads stress movement, motion, repetition, intensity, variety in music and visual images: e.g. hard-driving rock music, stirring military music, staccato sounds, flashing lights, bright colors, computer graphics, quick cuts or jump cuts in editing. MTV music videos led the way in such fast-paced activity, quick-cuts, and sensory overloading. Ads quickly followed. Audience-centered ads try to associate the product with pleasant emotional feelings of "good things" already liked by the intended audience. Such feel- good ads are often not logical or true, but can be very effective. |
Key Words:action On the other hand, when the product or service offers
a benefit of rest or relaxation
(such as a spa, a cruise, a resort), then the opposite words
are used: calm, calming Back to: Audience-Centered Claims
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