World Watch magazine observes: “The most finely wrought ads are masterpieces—combining stunning imagery, bracing speed, and compelling language to touch our innermost fears and fancies. Prime-time television commercials in the industrial countries pack more suggestion into a minute than anything previously devised.”

Television commercials feature stunning visual effects. They strive to be entertaining, dramatic, funny, puzzling, or emotional. They feature celebrities and lovable cartoon characters. Many use sentiment to hold our attention, perhaps by focusing on cats, puppies, or babies.

Zappers, Zippers, and Grazers

The television remote control is a weapon against advertisements. Many zap, or silence, an ad by pushing the mute button. Others record programs on videotapes and when playing them back zip through the ads by pressing the fast-forward button. Still others graze, which means they wander from channel to channel to avoid the ads. Skilled grazers know just about how long a commercial break will last, and they will return to the program they are watching when the ads are finished.

Advertisers attempt to zap-proof their ads by developing ads that have stopping power—those that immediately capture the interest of the viewer and hold it. The snare of creating flashy ads is that people may remember the ad but not the product being advertised.