Believe it or not, not everything that is said is heard. Also true that not every advertisement resonates with every person. Much of that has to do boring, cliché ridden ad copy that speaks to no one. However, we end up using catch phrase-ology and time honored words that have been used in commercials for years, but mean nothing. Some large corporation used it and if it is good enough for them it is good enough for us, is the mentality.
I assure, that is the reason people can tune out commercials. They say nothing of value. The do not speak to the consumer about anything useful. “Family owned and operated – we’ve been in business for 25 years” only means something to those that have been there 25 years. To a consumer is sounds like Charlie Brown’s teacher. What is the intent of the phrase – to give people assurance that if they were to have a problem they will deal with you, the principal of the organization. Why not just state that? It is much more impactful and meaningful to the consumer.
Brand guru Seth Godin says, “people have been ignoring ads for a long time.” What would make them perk up and take notice?