Modern Advertising Gimmicks
- Some standard ways to grab attention, based on the little time given to do so, are using relevant topics to relate to the ever-changing landscape of the internet. To be more specific, using current memes or trends to hook the viewer because they enjoy that content. The issue with this tactic is that the viewer will often see through the gimmick and swipe before the video or ad starts because they know it is a large company only using the trend to get money.
- Another gimmick found in current marketing is the use of celebrities and athletes to promote products. Although this has been applied to any marketable product since the beginning of advertising itself, it is seen much more due to the need for an instant attention grabber. And a name or face of a celebrity is a perfect way to get it. And while this may be successful for brands such as McDonald's with their custom celebrity meals, it presents a risk of the individual not being interested in the celebrity or figure, or worse, a fan being disappointed in that celebrity for “selling out”.
- One final gimmick that has been gaining traction recently is the capitalization of the absurd. Some brands may use loud sounds, weird visuals, or bizarre taglines to promote engagement with their viewers. This type of online advertising is primarily found on TikTok, Instagram, and X, as younger demographics tend to lean towards these platforms. A recent trend in internet culture is the interest in randomness. Things that don’t necessarily make sense but are fun to repeat and join in on. You may see brands appearing in random videos with unusual comments, some of which are even inappropriate. This tactic has moderate success, and it takes an internet-savvy person to know when to jump into certain things without appearing fake or confusing.
