By Robert Heath, Paul Feldwick
Name: 50 years utilizing the inaccurate version of television advertising
Author(s): Robert Heath and Paul Feldwick
Issue: March 2007, factor 481
This article summarises a paper to be offered on the fiftieth marketplace learn Society convention. It investigates the
dominance of the information-processing version, which has been assumed to be right because the first united kingdom television advert ran in 1955.
We current proof that the version is over-simplistic and opposite to studying from psychology, and look at why it has never
been effectively challenged. eventually we current an overview for a brand new version, and summarise a few implications.
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Extra resources for 50 years using the wrong model of TV advertising
The "Down Home" writer would attack the salsa copy block this way: My aunt Maria vacationed in Mexico and was so excited she phoned me. "I've found the hottest 'Tex-Mex' salsa I've ever tasted," she said. "It's wonderful. " If you're brave... or if you love real Mexican sauce... you have to get some. "Down Home" can include straight talk without seeming preachy. But when the copy lapses into "You'd better . " or "You really should . " it can alienate readers-without their quite knowing why they're alienated.
The drawback of "You-You-You" copy: reader interest buckles under the fatigue caused by artificially heavy involvement. 4. Shout "Shout" is the easiest of all copy to write. " play up price. The very act of shouting implies a price lower than competitors charge, even when it may not be true. Lots of exclamation points, please! Who ever heard of a quiet shout? But except for the schlockiest copy, don't use more than one exclamation point after any one exclamation. The writer charged with the responsibility of writing "Shout" copy for the salsa would grind out something like this: A Hell-Fire Deal on Hell-Fire Salsa!
But that isn't the way a printed-catalog recipient or online-catalog reader keeps score. The second piece of copy invariably has more meat in it, and that's a powerful way to keep score. The catalog writer who lazily uses the first available word is just as unprofessional as the cabinetmaker who uses the first available scrap of wood, whether it fits or not. The catalog writer who egocentrically says, "Let me entertain you," had better tie a string around every finger that might hit the keyboard, as a reminder of the Catalog Copywriter's First Charge: The purpose of catalog copy is to sell the item you're describing.
50 years using the wrong model of TV advertising by Robert Heath, Paul Feldwick