When you go to internet websites that activate pop-up screens in
your browser, what you usually see are text and picture
combinations that you usually ignore and close immediately
because they are bothersome and not really interesting. You do
pause and look at the pop-up screen if it contains some animated
pictures or flashing images. When you pass by a store that sells
television sets while walking, you look at the screens that have
something playing or displayed in them. Between these
comparisons, you will find the difference between still and
animated images in terms of grabbing a person’s attention.
A still picture will remain a still picture no matter how long
and which way you stare at it. An animated picture or video, on
the other hand, will grab your attention by arousing your
curiosity. Usually, it’s because you want to find out what
happens next. It’s all about arousing curiosity.
The internet as it is today allows for streaming video
technology that will let you view a whole movie online if you
want to. In being able to use this technology to grab a person’s
attention, advertisers are getting more and more creative with
their strategies. I will look at a moving image because I want
to know what it is and what will happen to it. Advertisers know
that I will do this and so will the majority of other people
browsing the internet.
Even so, unless the individual viewing the animation or video is
interested in the advertised product at that time, advertisers
will fail to convince a person to spend money. Of course, this
is beside the point. The immediate goal of an advertiser is to
grab attention. Sometime in the future, the individual will
remember seeing the advertisement and will most likely make a
purchase because of that simple memory. The memory of it is
carried subconsciously and will resurface at a time when you
need the product or see the product as you pass by it in the
shelves of your favorite grocery store.
To compare to other forms of videos that grab attention, early
infants and older children are fascinated by learning modules in
video form. A story book with still pictures is just not enough
to grab a child’s hyperactive mind. Again, video grabs attention
by acting on the curiosity of the viewer.
Curiosity is perhaps the most powerful motivator in a person.
For example, the “Stargate SG1” television series shown by the
Sci-Fi channel in the US is not available for viewing in some
countries. Video grabs a person’s curiosity faster than you can
blink (that’s because you won’t be blinking).
Animated pictures and videos are very powerful advertising
tools. If an advertising video upon its creation is imbued with
humor, a bit of suspense and, finally, relevance to the general
public, its effects will be visibly seen in the black ink
accountants’ use in their books to indicate income.
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P.S. Please remember that when you want to sell an idea or
product, the best way to grab a person’s attention is by
arousing his curiosity through the use of videos. Video is the
fastest and most efficient tool when it comes to getting your
message across. Human beings are very curious animals and they
love good stories.
