When it comes to advertising, or really any form of communication, there is no need for the audience to devote precious time to everyday repetition of familiar information.
To secure attention, message designers must take intelligent risks, to present their information in unanticipated and enjoyable new ways. That approach is known as the reward theory of communication.
Here, in this in-flight video, we see Air New Zealand showing us what advertising can be. Epic.
Copyright © 2014 by John Eighmey. All Rights Reserved.