THEME OF THE MONTH: TV MAKES BRANDS FAMOUS

Nothing creates fame like TV. Just as it’s shows turn people into stars, TV advertising turns brands into household names. There are a number of reasons for this… TV’s scale and reach are unbeatable, and you can’t become famous if no one has heard of you. Its scale and reach means that brands on TV are making a very public promise, which, as Rory Sutherland has pointed out, is powerful: “Public promises carry more weight,” he says, “hence why the words ‘as seen on TV’ are more convincing than ‘as seen on Facebook’”.

TV also creates fame because of its signalling power. In advertising it’s not just what you say, it’s where you say it that counts, and TV is proven to be the medium that drives the strongest fitness, social, popularity, and success signals, and to outperform other media at suggesting brand quality, self-confidence, and strength.

And the fact that TV is a shared experience also contributes to its fame-making power. Watching TV and its adverts in company creates opportunities for personal recommendations, generates conversation, increases memory, and intensifies emotions.

A TV spot effectively helps with the memorability of the promoted product or service. A successful TV commercial can cause the product itself to become a celebrity of sorts. What’s more, imagine the effect of advertising a lesser-known brand. The growth of the ‘brand awareness’ parameter thanks to a TV campaign is not just a naive idea. Television has proven to make a brand famous. In SCREENVOICE MAGAZINE we look at which celebrities have appeared in Czech commercials. And there were not a few of them.

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