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Aims: This evidence-based site summarizes empirical research on how to develop persuasive communications and how to test their persuasiveness. It provides specific advice on what to do in what situations. It explains why the principles work and provides evidence on their effectiveness. For more on the aims, see "Welcome."
Should Super Bowl Ads Emphasize their Brands—and follow other evidence-based principles?
To gain attention, advertisers on the Super Bowl ignore many persuasion principles. Here are two examples:
Mystery Ads: Many companies used “mystery ads” in the Super Bowl. That is, they decided to conceal the name of their brand. About 90% of print ads by major brands regard their brand as a way to communicate useful information.Read More
Principle - 61.1. Describe a problem and show how the product solves it. - Complies
Each commercial was selected to illustrate a single principle. Some show commercials that comply with a principle; others show ones that violate a principle. They are in numerical order; so if you would like to find an earlier one, refer to the complete list of commercials.
The Advertising Principles site summarizes all useful knowledge about advertising so that it can be used by researchers, practitioners, and educators. Ideas for improving the site, please send to the Site Manager Rui Du (Jessie): email@example.com