Visual Hammer by Laura Ries

Author:Laura Ries [Ries, Laura]
Language: eng
Format: mobi, epub
Publisher: Laura Ries
Published: 2012-03-25T14:00:00+00:00

Aleve has developed a great hammer (one bottle of Aleve equals four bottles of Tylenol Extra) and a great nail (If you could take fewer pills, why wouldn’t you?) But they are using the nail primarily in print.

On television, Aleve uses “slice of life” commercials where users talk about the benefits of Aleve instead of demonstrating them with a powerful visual hammer.

Seeing two Aleve pills compared to eight Tylenol pills effectively demonstrates the difference, perhaps even more so than does the bottle comparison. The more specific you can be the better. “Just 2 Aleve have the strength to relieve pain all day.”

Perhaps no series of television commercials have demonstrated the power of a visual hammer like the Marlboro commercials in the 1960s.

All cowboys, all horses, all action, few words.

The Marlboro music, the theme from the motion picture the Magnificent Seven starring Yul Brynner and Steve McQueen, also contributed to the emotional effectiveness of the spots.

Music doesn’t lie dormant, frozen in time, like the words on a page. Music is aural action. It’s always moving, going someplace. At times in a hurry, at times at a languid pace. But always in motion.

It’s the difference between a sheet of music and music itself.

The 1971 ban on televised tobacco advertising put an end to the Marlboro commercials.

But today they are still worth studying to understand the emotional effectiveness of a television visual hammer augmented with a musical theme.

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