Creativity in TV ads does not increase attention

Robert Heath

In his book, The Advertised Mind, Eric Du Plessis states that: "Good emotionally-driven ads attract attention." But he is in error: emotive creativity in TV advertising decreases attention.

Creativity in TV ads does not increase attention

Dr Robert Heath

It's a popular idea that consumers don't want to watch TV ads, and that it is only the emotive appeal of creativity that encourages them to pay attention and allows the message to be communicated. In a section entitled 'Heath's Error' in his book, The Advertised Mind, my friend Eric Du Plessis states that: “Good emotionally-driven ads attract attention,” and: “All the evidence about emotional appeals shows that their main role is to attract attention…”

Evidence shows that emotion in TV advertising is a jolly good thing....

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