10 Types of TV
Commercials
(With
explanations and examples)
1.
Testimonial
This
type of TV ad is basically an expert or customer making a testimony on how
amazing and incredible your products are and why they never ever would buy from
someone else than you.
2.
Be Mainstream
If
your product is for “normal people” it’s clever to tell your potential
customers that it’s normal to buy your product and that everyone does it. Group
pressure at its’ best.
3.
Celebrity Endorsement
There
are two reasons to use celebrities in TV ads. The first one is trust, because
if your company is big enough to use someone famous you must be doing something
right. The second reason is most people want to live in an illusion, an
illusion of having the perfect life. Nothing reflects a perfect life better
than the idols you see on TV and hence everyone will want to own/use the same
things as them.
4.
Demonstration (Demo)
If
your product does something unique, show it to the audience. It really doesn’t
matter if your product really have a unique formula; your goal is to make your
product almost synonym with a specific problem or use. You commonly see this in
commercials for makeup, toothpaste or cleaning detergents.
5.
Symbolize the Problem or Solutions
This
kind of commercial shows either the problem or solution with a metaphor, either
because the topic is sensitive or it’s funnier that way.
6.
Comparison
Especially
in the realm of cars and electronic products, it’s hard to establish a separate
identity when most phones, TV’s, computers, and cars look the same. These kind
of commercials, which usually use split-screen comparisons, help consumers
differentiate the products.
Ipad v kindle http://www.youtube.com/watch?v=zsAt7tS0vc4
Kia vs other guys http://www.youtube.com/watch?v=eudVDoAaTiw
7.
Associations
Perfume
is one of the hardest products to advertise via TV; the medium unable to
deliver smells. Instead the experience of the perfume gets visualised instead.
8.
Show the Benefits
Pretty
straightforward here. These commercials exhibit the qualities of the product
either directly or through a metaphor. Recently, the purported benefits are
often jokingly over-exaggerated.
9.
Unique Personality
Sometimes
a product will rely on the interesting, unique, or even crazy personality of its
founder. This is especially true if the founder has a kooky accent, like the
Dyson Vacuum. For other companies, like Apple, it helps to establish a “character”
who appears in numerous advertisements to create a brand identity.
Apple Genius http://www.youtube.com/watch?v=jXTzzxiCfPw
Dyson Vacuums http://www.youtube.com/watch?v=cUDLY6VZTqo
10.
Parody or comedy
Anything
that gets people laughing will be noticed and remembered.
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