Are Irritating Television Advertisements better than Agreeable Ones?
It is a moot point as to whether irritating television advertisements are sometimes better than agreeable ones. There are two different schools of thought on the matter. One says that people remember the irritating advertisements and the other believes that infuriating advertisements may make consumers rebel and buy competitors products.
Many irritating television advertisements have annoying jingles, and it is not surprising that many products aimed at children have irritating jingles and cutesy cartoon characters or characters designed to appeal to children. Children, even children too young to read, learn to associate the jingle and character with the product. Toddlers recognize the symbol of a fast food chain from amongst other shops easily because they associate the symbol with the character in the television advertisement.
Some advertisements such as those for price comparison sites do the same thing for adults. If a poll were taken amongst any group of British television viewers about how they would compare prices the majority would name two particular price comparison web sites, because both companies have recently run very annoying television advertisements. How many, of those who named the two web sites, would use either site, though, is debatable.
Advertisements where people shout at potential customers upset British people. The British are rather restrained, not exuberant like Americans. Brits rarely shout and do not expect other people to shout at them. To the British, advertising should persuade rather than hector or bully customers into buying a company’s goods. In the British character, there is a rebelliousness, which is why British satire and parody has always been so biting; politicians have ignored this rebelliousness at their own peril. Companies who try to bully and hector consumers into buying their goods may frustrate their purpose by annoying consumers so much, that they will deliberately shun the company’s products.
Two British clothing companies launched very provocative television advertising campaigns, in theUnited Kingdom, in the nineteen nineties. One used images of teenaged models wearing only underwear and the other used graphic images of blood and gore, both these campaigns occasioned many complaints to the Advertising Standards Agency, theUKregulatory body in theUnited Kingdomand were pulled very quickly. However, these advertisements upset the buying public and both companies reported a fall in sales as a result.
In the end, the most effective television advertisements are the ones that customers remember the most fondly and the ones that they connect with the product. Irritating and annoying advertisements deter many customers from buying the companies products. Surely, the aim of any advertising, especially costly television advertising, is to encourage customers to buy more products.
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