An interesting study from Ad Week and Harris in the US – 3/4 of consumers find TV ads confusing. Though as you might expect the over 55s are most likely to be ‘often’ confused by TV ads (29%), the second highest group to say that commercials often leave them scratching their heads are 18-34 year olds (21%).
The results made me think of a series of posts penned by Adam Ferrier of Naked Australia, all about how emotional advertising that seeks to make a connection with the audience is often over-rated, and really – though it might not be pretty or win awards – more of an emphasis should be on some sort of A to B action.
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- Chris Morran: The Worst Ad in America (huffingtonpost.com)
