In today’s world, people are constantly being subjected to advertisements; whether it is on Facebook, listening to the radio, or watching T.V., it is nearly unavoidable. There are many ads out there that make people cringe and roll their eyes, but others are significantly more appealing and capture the audience’s attention. What is it about those particular ads that have the audience hanging on their every word, though? While watching several ads, I found a few elements that stood out considerably more than others, including; the complexity of each ad, their appeal to the audience’s emotions or interests, and their play on the human senses. When viewing two Internet Explorer (IE) commercials, I noticed both ads demonstrated each of these factors, but the manner in which they were presented was drastically different, causing the target audience to respond in a specific way.
The first Internet Explorer commercial I watched was the “The Child of the 90’s.” This ad starts out with a simple orange background with white lettering, and a man’s voice, stating, “You might not remember us, but we met in the 90’s.” Playing behind the narrator’s voice is a soft instrumental piece. From there, the viewer is shown short clips of gadgets and fads distinctive to the 90’s generation. Each trend is accompanied by a generic background and a simple display of that particular item or idea. As the commercial continues, the background music’s grows louder and picks up tempo. At the end of the commercial, the narrator say, “You grew up, so did we,” and the Internet Explorer icon is revealed (2013).
“Alex Clare – Too Close, IE9 Commercial” was the second ad I viewed. This ad begins with smooth electronica music playing and the words, “A more beautiful web is…,” displayed on a flickering black background. With the next flash of the background, “A story,” appears, the music increases tempo, and a beat is added. From there the ad exhibits how Internet Explorer 9 (IE9) can be used to read the interactive tale of Jake and the Beanstalk. The commercial continues to give numerous examples of what “A more beautiful web is,” including; alive, artistic, high definition, fast and fluid. All the while, the song playing gains more speed and surges into the chorus, nearly doubling its tempo, causing the background to flash through the examples more rapidly. As the commercial draws to an end, a display of several websites are flipped through, muck like one flips through the pages of a book. Finally, in the concluding seconds of the ad, the audience is taken back to that black background holding the words “Welcome to a more beautiful web,” and the IE9 symbol appears (2012).
The complexity of a commercial is important in the success, because it captures the attention of the audience. Both of the ads I chose to examine exhibit unique forms of complexity, both hooking the audience in diverse ways. “The Child of the 90’s” was constructed in a simplistic manner, showing short clips...