Commercial Effectiveness Essay

2444 words - 10 pages

Commercial Effectiveness Sitting down to watch the television today is more than just enjoying your favorite program. Commercials are a huge part of today's television programming. Seldom can we sit down and watch a show on T.V. without interruptions of commercials trying to persuade us to buy something or send somebody our money. The people behind the production of commercials use glamorous objects to appeal to the consumers and to, in turn, provoke them to buy their product. It seems to me that the effectiveness of commercials today is augmented by the humor present in them; therefore, humor is the key element in creating a quality commercial. Although humor is a practical ingredient in commercials, producers use many other methods such as sexuality, sincerity, guilt, and culinary concerns to get their message across. Furthermore, the work that goes into creating a commercial is overlooked and must be viewed in a different manner.A commercial is an amazing component of advertisement. By definition a commercial is "an advertisement on television or radio"(Dictionary 175). One commercial only lasts an average of thirty seconds and, if run in a good time slot, costs anywhere from fifty-five to one hundred thousand dollars (Baldwin 2). To think that a thirty second commercial can cost one hundred thousand dollars is outrageous. If it costs that much money for so little time then what is the logic behind airing commercials on television instead of placing an ad in the newspaper or dictating an advertisement on the radio? Originally, commercials began on the radio simply because the radio has been around longer than the television. Once the television was invented and introduced to the public, commercials became more and more beneficial. A variety of explanations exists as to why television advertising is preferred to radio ads, some of what are: on the television a consumer is able to see what he may be purchasing, television promotes the selling to individuals as well as a family, on the T.V., commercials come at the proper psychological time for the viewer between shows unlike print advertising, has the same advantages of radio sound and most of the time better quality sound is heard on the television, and more people watch television because it is habit-forming (Seehafer 18). These, along with a number of other trivial advantages, are why television is looked upon to be the better advertising agent by most people.Although television is most likely the best source of advertisement, there are also a couple disadvantages to commercials on T.V.. The two biggest reasons for the radio being more advantageous than television are the cost of making a commercial and the message put forth by a commercial is often impermanent. As mentioned before a commercial can cost up to (and frequently over) one hundred thousand dollars. The second disadvantage is less commonly heard but just as significant. When watching a commercial a person is less likely to remember...

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