Saturday, July 27, 2013

Eighmey's Laws of Advertising

All of my students know Eighmey’s Laws of Advertising.

Eighmey’s Law of Advertising No.  7 is:  “When in doubt, rock it out.”

Rock music provides an endless wellspring of narratives placed in the context of enjoyable melodies.

On one level, such advertising is destined to succeed merely on the basis of attitude toward the ad. We enjoy the moment, so we like the brand that made us feel good.

Cognitive responses enter the picture when the narrative of the rock song plays directly to the brand’s selling proposition.

In this Vodaphone commercial, our heroine is waiting and hoping, yet the call never comes. But, when they meet again, his actions will be revealed. He won’t be able to blame it on his phone.

  Copyright © 2013 by John Eighmey. All Rights Reserved.

No comments:

Post a Comment