One essential element of advertising techniques is capturing the viewers' attention and making them remember the product after watching the commercial. Without accomplishing these tasks, the commercial is useless regardless of the quality of the product. One way of obtaining viewers' attention is to arouse their curiosity at the beginning of the commercial. For instance, a Powerade commercial had a football player painting his fingernails in a locker room before a game. The scene may seem peculiar to most viewers. The image intrigues viewers and leads them to keep watching the commercial. Slogans in commercials help viewers remember the products. Nike is one such commercial that has generated m

When advertising their products, companies keep their potential consumers in mind. After all, the consumers will be the ones to determine the effectiveness of the commercials. Commercials make their products seem potentially useful to their intended audiences. For example, most of Handi-Snacks' intended audiences are young children. Although Handi-Snacks is not an important part of the children's diet, the commercial makes the snacks appear to be something delicious to eat. For this reason alone is powerful enough to lure the children to beg their parents to buy Handi-Snacks for them. Some companies also make viewers' concerns, needs, and problems more important than its product featured in the commercial. They focus on how their products can solve viewers' problems. To illustrate, instead of saying "we have more than fifty service centers nationwide", the commercial would feature the saying "You'll be assured of courteous service and fast delivery of replacement parts from one of our fifty service centers located nationwide." By doing so, the company is making the audience the focus of the commercial.

Companies also utilize the status of celebrities and titles of professionals to convince consumers that their products are worth purchasing. One of Burger King's recent commercials features the Backstreetboys. In the commercial, the band originally said they do not do commercials. However, they agreed to participate in the Burger King commercial when they were told that they would receive life supply of free whoppers. The implied message was that if the Backstreetboys was willing to do something that they did not want to do to have whoppers, then these whoppers must taste extremely delicious. By having a popular band in the commercial, Burger King must be attracting numerous viewers. Using the title of a professional such as a doctor also helps in promoting a product. For example, if a doctor in John Hopkins said that Vioxx is effective in treating arthritis, then arthritis patients who saw the commercial would try the medicine. The doctor may not be famous, but his knowledge earned him the credibility.

No one has discovered a magic secret that will ensure a winning advertisement every time. At the same time, some ads are successful, while others are not. Certain companies produce triumphant ads most of the time, while others do not. Nevertheless,

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