Viewers, listeners and readers give their attention. In return they must receive value. This leads us to the Reward Theory of Communication.
As advertisers we must provide information that is perceived as having more value than the time we borrow from the audience.
Cadbury's latest commercial is exemplary. It captures our attention, delivers enjoyment, and reminds us why we value the brand and its products.
I am pretty sure Grant Wood would have appreciated the visualization.
Many thanks to Aaron E. for finding this commercial. It is very viral.
