Attention-Getting means both External and Internal attention-getting. First, an ad has to get attention. 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." 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 In the wider context, a lure needs to attract an audience to the ads. Few people seek out ads. Something has to lure an audience to where the persuasive messages will be seen or heard. Some people may think that the primary function of TV is to deliver entertainment. However, TV executives see their role 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). The media lure these audiences by providing them entertainments, such as stories and music. For examples:
Television | Radio | Online | Print | Outdoor | Other "The business
of advertising 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 is traded something in return, namely, entertainment." Internal attention-getting Within the ad itself, the content needs to attract and to keep an audience's attention. Many different attention-getters are usually used within the ad at the same time. These can be grouped into three major kinds: Physical attention-getters refer to the simple reception of incoming stimuli by our senses, especially sights and sounds. Emotional attention-getters refer to words and images with strong emotional associations, linking the product to our own needs and wants. Cognitive attention-getters
refer to ways which appeal to our mind, our intellect. When I asked students what advice they would give to younger students about ATTENTION-GETTING, here are some of the responses, in their own words: |
