Arthur, I understand exactly what you are saying here, and wonder myself if viewers think that some commercials are stretching it too far and are deviating from the targeted product. here are my thoughts...
When it comes to Super Bowl ads there is a certain level of expectations that we all have, right? So, in this particular situation, I feel that it is almost necessary that these commercials are more heavily entertainment based. In the big picture, if a commercial is entertaining enough and at least contains the company or product name in an obvious frame, than a viewer will be compelled to see more and visit said companies web page. For example, during the Super Bowl this year, I saw an ad for Mercedes-Benz that depicted a scenario of a man signing his sole away to the devil in order to have a (typically high priced) Mercedes, the glory of the car flashed before his eyes, and when he was finished, before signing, he read a billboard advertising the new 2013 Mercedes starting at 29,995. And that was the only information given. The next day, I remembered that commercial and had to visit Mercedes web page to look more into that car and see why it was only $30K!. So to answer your question, finding the right balance is key for the everyday commercial, however the Super Bowl is a special occasion.
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