Advertising With Curiosity

We are painfully aware that we are bombarded with advertisements in every part of life. At a movie we see ads for more movies. TV shows get shorter as ads get longer. Along the street are billboards and shop signs. Newspapers and magazines are filled with appeals to get our money.

All this is a challenge to the advertisers for they must come up with a way to get over the mental block set up by consumers for self-protection. How can you get others to notice your ad among the thousands of others? One effective way of doing this is through building curiosity with sights and sounds.

Sounds often involve music. Many TV ads include some type of mood setting designed to make you at least watch the ad. Other types of sounds also build curiosity and attract attention. The Superman serials on TV in the 50’s were popular with kids partly because of the air sound as the hero landed or took off.

Visual anticipation is also used. A blanket over the newest model of a car builds curiosity. Women in ads sell more to both men and women than men do. Movie previews take a collage of clips to titillate the imagination and make people too curious about how it all falls together to miss the full show.

The double edged sword of both sound and sight will help raise an ad from the ignored to the noticed. By using both the ear gate and eye gate attention is more likely gained. Yet, if everyone does this, then your ad will remain indistinct.

Banner ads are unique in this way for they appeal to sight, sound, and they are the only ad around at the time. A long banner or a billboard trails behind an airplane over a large congregation of people. With no other ads in sight on a beach or music festival, the ad will have the full attention of the audience.

Imagine you are sitting on a beach, enjoying the sun when in the distance you hear the drone of an airplane. You have time and interest so you look up to check it out. Coming toward you is a single engine plane pulling a banner with a message written on it. Your curiosity rises. What does it say? You watch with anticipation until you can read the message and you probably do this several times in the 17 seconds it passes.

The plane disappears but in a few minutes it passes by again and you read it a second time. By the third time this happens you have the message memorized and after that, the sound of the plane along causes you to recite the message in your mind.

The advertiser has done his job. He has built the curiosity of you, the audience, used sounds and sights to present the message, and repeated it so that it is fixed in your memory. To top it off, the message faces no competitors. If the product or service is of use to you, he will be confident that when you need it, his name will be the one you choose.

Learn how AirSign has been leading the industry in providing innovative aerial advertising services since 1996. They have banner towing planes stationed across the States ready to fly your message over sporting events, holidays, vacation hot spots or just to that special someone.