What can we learn from annoying, repetitive TV ads?
Have you ever been watching your favorite show and wanted to throw a brick through the TV when the fifth Burger King commercial plays in the course of one hour? My husband changes the channel. I head for the kitchen.
As annoying as those repetitious ads are, I know the advertisers understand what I always told my clients when we discussed media strategy.
“You have to hear a message three times to remember you heard it at all. You have to hear it seven times to be willing to act on it.”
This basic premise of communication – the importance of repetition – has come home to me in a real way during my pastel art class. I’m hearing everything in that class for the first time. Words I’ve never heard before, like “madder.” Theories for mixing color and building color. Even the names of colors mean nothing to me. Which is Burnt Umber? How does it compare to Raw Umber? Or Burnt Sienna?
Even though I listen attentively and take notes and try my level best to focus, it’s all new to me. Each time I step up to the easel, everything the instructor said disappears in the muddle of unfamiliar words and concepts and ideas. Hence the frustration I talked about last week.
At nine weeks into the class, however, a light switch flicked in my brain. I realized that one rule of pastels was firmly embedded. That rule is this: “The shadow colors are the complements of the local color.”
Those of you with an art background understand this. To those of you without an art background, the idea may be as Greek to you as it was to me. Don’t worry, it’s the point that matters.
Here’s the point. From the very first class, the instructor commented over and over about shadow colors. After he said it three times, I admit I remember hearing him say it. But it was only after he’d repeated the message several more times, after I’d tried it on my own (and erred), and done it again, only then could I say I owned that concept and could act on it in the future with reasonable confidence.
Last week I stepped away from my easel and joined the instructor where he sat keeping all of our easels in view. “I get it about the shadow colors,” I said. “You must have said it seven times.” He smiled.
As annoying as the Burger King ads are, I get it. I’ve heard them so often I’m ready to act. You notice that when they came on, I headed to the kitchen.
What’s your experience with repeating messages until they sink in? With your kids? Your spouse? Your writing? Yourself?