Advertising will generally try to appeal to positive emotions, however some advertisements are designed to stick in the audience’s mind. Advertisers do this by using the ‘annoyance factor’ which might feature a repetitive slogan or a dislikeable communicator of the advertisement’s message. These methods are often associated with sounds that are unpleasant to the ear, for example, terrible jingles that you can’t get out of your head or people with irritating voices screaming messages at you. Radio, perhaps more than any other form of advertisement, employs this device. To heighten the ‘annoyance factor’ repetition is often used. When advertisers employ the ‘annoyance factor’ they are hoping that consumers will put aside their disinclination for the advertisement in favour of remembering the product.
Exercise: Think of an advertisement that uses ‘the annoyance factor’. Explain in your own words why you think that this device might be effective in relation to this particular product.
Advertising Unit 