ABSTRACT
This chapter draws on advertising findings and principles of psychological processing that are gradually coming to light, that jointly further people's understanding of how the executional elements of an ad work, or don't work as the case may be. It is important to note how elements can interact, such as music with visuals or words with visuals. To maximize its effect, advertising has to get people's attention. It has to 'cut through' the clutter of other advertising and be noticed. The first principal of advertising is that it needs to stand out. Sex is a natural attention-getter that is fairly widely used. Various products are bought in part because people want to feel more attractive and they have a 'natural’ association with the drive for sexual attraction. Testimonials can be used to increase attention, particularly with radio and print. Music is the 'rhythm method' of advertising. There was a time when music appeared in about half of all TV commercials.
