Have you seen the Nokia E71 advertisements in TV? As the E71 phone spins messages like “Delivered for the way we work” and “Open attachments on the go, Leave the laptop in the office.” are flashed in the screen. It’s a classy ad right?
But there is a problem. The ad has only slides and music, but there is no other voice communication about the brand or the product. Most people do other tasks like surfing the web, reading magazines or doing embroidery work or having their dinner while watching Television. So for an ad to be effective, it should not only be pleasing to the eyes but also to the ears.
Another ad, Financial Chronicle too follows this slide show approach. Its message “4 pages of exclusive global news in association with International Herald Tribune” will reach only to the attentive viewers not to the multitaskers. Sometimes a good jingle will work wonders like it did for Hutch. But I feel at least voice-over at the end of the commercial to say the brand name should be must. Ads for Raymond, Volkswagen follows this approach.
What do you think about these visual only ads in a multimedia medium like Television?
Just wanted to say HI. I found your blog a few days ago on Technorati and have been reading it over the past few days.
Hi Jeff. Thanks for reading my blog.
I think visual only too makes some impact. When there are voices that shout at high pitch, sing, speaks very fast and very slow, a silence with just good music will mostly get our attention. we will be intrigued to see whats is going on?
Muthu, If we are attentive, visual ads definitely create great impact. But when we do other tasks while watching TV, these ads will just pass on. So I feel voice over at the end of the commercial is must.