Author: Kurt Schauer
An old proverb says: „The eye eats too.“ Dishes should therefore be prepared in such a way that they appear delicious. In principle, this guiding principle can also be applied to the design of advertising appearances: what looks delicious and appealing goes down well.
At least, that is what people thought until now! But a current study by the market research institute Facit Media Efficiency, commissioned by the ProSiebenSat.1 marketer SevenOne Media, has produced astonishing findings. Some cherished truths must be critically questioned.
Essence of the Study: Logo & Brand Name Belong at the Beginning of the Clip
The study, in which the emotional reactions to 18 spots were measured among 211 test subjects, found, for example, that the advertiser’s logo and brand name belong at the beginning of a clip. If these elements are integrated into the storyline as early as possible, the chance that viewers will remember who is actually advertising here increases by 33 percent compared with when the logo and brand name only appear at the very end.
In the past, a large number of clips ended with the advertiser’s information. The logo and brand name were understood as a kind of resolution. The goal was to link the positive emotional reaction that sets in at the end of the commercial with the advertiser. However, according to the study, this effect often fails to materialize. At that moment, the brain is busy processing the story and often cannot yet focus on the advertiser’s logo.
Further Study Results
System & Story
In advertising systems, a personal approach has proven effective. Furthermore, especially in product promotion, the advantage of the respective offer (e.g., yogurt = delicious and healthy) should be highlighted. However, spots where image and message do not match are problematic.
According to the study, positive emotions work particularly well in storytelling. But negative emotions can also add value to the advertising message. Before-and-after comparisons are therefore also worthwhile. For a dishwashing liquid, for example, one can show how well it works. Important information should under no circumstances be presented only after the completed storyline. Viewers‘ ability to remember for long-term memory decreases by 18 percent. In addition, the story should focus on solving a problem and present it in detail. It is not advisable to describe the difficulty too extensively.
Tone & Features
Entertaining spots are generally well received by the target group. However, one should carefully consider how to build humor. Puns that do not land with the target group can cause great damage. Those who rely on negative emotions in the tone should ensure that serious and difficult moments do not appear at the very end of the spot, nor at the moment when branding takes place. The story should not be resolved negatively – and under no circumstances should the brand be associated with negative emotions. The positive perception of the advertiser can decrease by up to 62 percent in such a case.
Among the features, testimonials have proven effective – such as „Approved by Tech-Nick“ from the electronics chain Saturn. Fictional „Iconic Symbols“ can also function accordingly: the Spee fox is a good example of this. These symbols create high recognition value. Music can also be an important feature, but one must ensure that it does not distract at precisely the wrong moment. Spots are at risk if the protagonist does not reach the target group (e.g., old people in spots for teenagers are dangerous).
Images, Language & Branding
Clips that rely on close-ups are perceived 13 percent more positively than those that do without these settings. Close-ups therefore belong in the spots. All images must always be meaningfully integrated into the storyline. Only in this way can the viewer be invited to empathize with the events. In general, according to the study, back views have proven to be negative.
The language must match the images. Rhymes have proven to be a strong weapon, as they increase anchoring in long-term memory, according to the study. The same applies to signal words like „Mmmh, delicious.“ Catchy slogans can also stick (e.g., „Geiz ist geil“ – „Greed is cool“). One should be careful with unspecific signal words like „new,“ as these only stick after the first use. Negative signal words such as „pollution“ for laundry detergent should not be used at all. Here, one must work with a negation, and the brain cannot deal with it properly.
According to the study, branding is not only about integrating the logo and brand name into the spot’s storyline as early as possible. In principle, it is advisable to use continuous brand identification, because the anchoring in memory is even stronger. At the beginning of the spot, there should also be a trigger that serves as a memory stimulus for the brain. The logo alone can already provide this. In general, the brand should also be integrated into the story. If it is detached, the spot’s memorability decreases.
Do you need support in developing your commercial? We at the kaos agency would be happy to help you develop a clip that remains in memory permanently and is positively associated – contact us now!
Do you have questions?
Hubertus von Kolkow
Head of Brand Consulting/Strategy
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