Risa Hemtasilpa 31-10-15
From my research experience about memorable TV Ad, I found
that there are three common types of Ad story that make people recall ad
easily.
First is Funny Advertising, Funny story make people want to
follow and watch the ad until it complete. Nowadays people have bombard by
advertisement and information, hence it is more difficult for advertising
company to create attractive ad and make the message cut through audience.
Second is emotional story, as we know that emotional story
can engage people through their sensitivity. The impressed story will build word
of mouth as well as brand recognition. However this kind of story is suit for
brand that want to create company image or brand awareness rather than sell.
Third, ‘Good thought’ story, to change consumer behavior by
convincing them to do what you want, ad content should make them think and get
away from their familiarity. TMB no fee is a good example of this type of TV
ad. The content reminds people why they have to pay for something that supposed
to be FREE! The man in black suit earns money from public parking lot, public
street, and try to get fee from financial transaction. The ad presents differentiate
of TMB which offer no fee service.
Source : https://www.youtube.com/watch?v=bYlGilQ_8oA
And after my trip at Singapore, I found that almost all ads
in theater are Good thought content. The one that I like tell story about
Singaporean athletes who try hard in practicing and aim to be a champion for
their country with Que sera sera song as a background. Then it end up with sentence
“The Future is not what our to see but it is what our to create”
As we know content is King! However creative content need to base on objective of ad. Moreover the ad will not effective if audience cannot recognize brand of Ad. In addition, in this information flood era, people have less attention to something that they are not interested.
There are two ways
that ad agency can use;
1. Making message cut through audience within first 5 sec. of Ad.
2.
If the
message is at the end of Ad… your story need to grab attention of audience by
interesting story and easy understanding which make people follow your ad until
reach message that you want to communicate.
