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Many of us now enjoy our favorite programs in high definition TV. It is quite something to watch the sports channel and get such a clear, realistic picture that you feel you're sitting right on the field. The latest media technology engages the viewer like never before, offering visual stimulating and impressive images that keep us mystified on our couches. The current special effects capabilities make us nearly forget that dinosaurs are not real as a triceratops prances around onscreen. The highly computer simulated technology is a far cry from the old and fuzzy black and white pictures that glowed on the TV set years ago. And now the computer simulation and HD technology is also apparent in advertising techniques, which may have taken the industry to a new level.
Satellite TV offers hundreds of different channels and a large variety of genres. But on almost any given channel, there are frequent commercial breaks every ten to fifteen minutes. This means that every time someone turns on the TV, they are almost guaranteed to watch several commercials in the span of one given program. Television advertising has the goal of promoting public knowledge of a given product and thus increasing sales.
But advertising methods are undoubtedly beyond purely promoting the product. They incorporate various techniques that evoke some kind of emotional response in the viewer. Theoretically, should the commercial cause an emotional response in the viewer, that emotion should be in some way linked to the product advertised. The process is illogical by nature. The actual information and claims that each advertisement makes varies very little between the different brands. Softer toilet tissue, shampoo that makes your hair shine, a car that offers enhanced safety and freedom, pictured cruising along a picturesque coastline with nothing else in sight. They are all more or less the same; it is the specific approach taken to promoting the products that distinguishes them.
In the past, advertising slogans were still based on emotional responses in the viewer but were achieved in a more basic way. Witty slogans or catchy songs were often used to engage viewers while the specific ad campaign would connect to them on a more personal level. As media technology developed so did advertising possibility. These developments presented the possibility in appealing to viewers on a greater scale, taking full advantage of visual stimulation viewer responses. Many modern commercials are saturated with special effects and computer simulation technology. The product may only appear for a brief moment at the end of the campaign, giving the viewer more of a chance to become engrossed in what they see.
But the reliance of modern advertising on modern media technology should give us a clue of what advertising really involves. If the commercial is primarily an impressive display of visual effects with little to do with the actual product being advertised, we are being manipulated in some respect by the process. Under this impression, we are buying something because of various opinions we have formed on the basis of a carefully constructed situation. Rather than buying something on the merits of the product itself, our spending habits are at the mercy of the quality of the advertisement.
