What makes a good commercial?

 

What makes a good commercial? 

    Every day we see all types of advertisements for various kinds of products and services. One method companies use to advertise their products and services is commercials. Commercials can be found on newspapers, magazines, billboards, and on televisions, but what makes a good commercial? After exploring all kinds of articles, I found three recurring themes. These themes are that most a good commercial must be memorable, short and simple, and lastly have an emotional or personal element in it.    

    

An article done by Steve Olenski emphasizes the importance of making a commercial memorable. But what aspects of a commercial makes it memorable? According to Steve Olenski, humor, or some sort of icon can lead to better memory. Humor is an important aspect because humor can lead to recognition memory. Shown in an article by Itamar Shats when one finds an event humorous, they're more likely to recall the memory. Also, most companies use an icon to make their commercial more likely to be memorable. An example of this is energizer bunny. Unlike other companies selling the same product. Energizer uses their iconic bunny to make their advertisement more unconventional. And because it’s different from the rest. We tend to memorize it better.

    In order to make a good commercial, it is important to keep it short and simple. Both articles by Steve Olenski and NFI state how keeping a commercial short and simple is more beneficial. “By keeping a commercial short and simple you will better grasp the interest of the audience” (Olenski). Olenski brings up that short commercials are better for the audience. Specifically, you want to take the audience's time into consideration. As humans we struggle to stay focused for long periods at a time. It is for this reason that companies make commercials short to keep the audience's attention throughout.   

     Finally, to add an emotional or personal element. Reaching to people's hearts is a great way to sponsor a product or service. By connecting to the audience’s personal life. You’ll create a call to action. A call to action makes people feel like people should do something the right way. An example of this is when companies add limited timed sales. This creates an urgency to buy the product.

    

The best commercials use all kinds of tricks to make it good. But the most important goal of the advertisements is to make a long-lasting impact on the consumer. Have you ever wondered why some commercials are super popular and others are overlooked? It’s because of these three elements. Companies like target and energizer use icons. While other companies like liberty mutual use both humor and icons to advertise their seventies. There is no direct formula to making a good commercial. But by understanding these aspects and incorporating them in your commercial. You will be more likely to create a successful advertisement.

 

Works Cited

Gonchar, Michael. "What Makes a Good Commercial." New York Times, 6 Feb. 2013, archive.nytimes.com/learning.blogs.nytimes.com/2013/02/06/what-makes-a-good-commercial/. Accessed 4 Oct. 2022.

NFI. "How to Make a Commercial: 23 Steps to Make a Memorable Commercial." NFI, www.nfi.edu/how-to-make-a-commercial/. Accessed 4 Oct. 2022.

Olenski, Steve. "What Makes a TV Commercial Memorable and Effective?" Forbes, 12 Oct. 2012, www.forbes.com/sites/marketshare/2012/10/19/what-makes-a-tv-commercial-memorable-and-effective/?sh=560fa9613079. Accessed 4 Oct. 2022.

Ortiz, Dany. "10 Characteristics of Effective Advertising." Cyber Click, Jan. 2022, www.cyberclick.net/numericalblogen/10-characteristics-of-effective-advertising. Accessed 4 Oct. 2022.

Shatz, Itamar. "The Humor Effect: The Benefits of Humor and How to Use It Effectively." Effectiviology, edited by Effectiviology, 8 Mar. 2015, effectiviology.com/humor-effect/. Accessed 4 Oct. 2022.

Spin Creative. "What Makes for a Strong Television Ad?" Spin Creative, 5 Dec. 2018, www.spincreativegroup.com/what-makes-for-a-strong-television-ad.