Making connections

Charles E Young

How persuasive a TV commercial is depends on how well connected each component part is to those that come before and after it

The art of persuasion usually involves solving the problem of how to make a connection with your audience. For consumer brands, this problem can be solved in one of two ways. You can reconnect with your existing customers, using advertising to strengthen their attachments toward the brand. Or, you can connect a new idea or a new feeling to consumers' existing neural network of beliefs to stretch what the brand means to them.

Advertising film connects our thoughts and emotions in time. But, though images from TV or the internet are delivered in a linear sequence, that is not to say that we, in the audience, experience the meaning as a logical, one-dimensional pattern. Our memory and imagination interact with each successive image on the screen to create our interpretation of the overall content of ad film.