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This is significant in that most commercials are preceded by other commercials, as there can be only one first-in-pod. A brief moment of silence in a commercial can be that cue.Ī researcher named Xinshu Zhao concluded that commercials are impacted by the proximity of other ads and that the effect of preceding ads were stronger than those that followed.
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It takes those breaks based on certain cues in the environment that suggest this might be a good moment to do it. “Conceptual closure,”is when the brain takes a moment to integrate what it has heard/seen/experienced. also understood the importance of a brief moment of silence between their symphonic movements, allowing the audience to more thoroughly appreciate and reflect upon what they just heard. The great classical composers, Mozart, Beethoven etc. There has been research conducted over the years that supports the use of tactical silence in a commercial.Ī study titled, “Silence is Golden: Effects of Silence on Consumer Ad Response,” concluded that a silent segment in a television commercial increased attention and recall and stimulated “rehearsal”, a quick mental review of what they just saw. Silence on the radio is “novel and surprising,” so silence where previously there was a wall of sound, automatically hijacks our attention. Why does silence command our attention? It has to do with what’s known as an “orienting response.”Īn orienting response or “OR,” is defined as an automatic and involuntary allocation of our attention to something novel or surprising in our environment and we don’t have to actively be listening. The reason silence works on the radio is due to contrast, which is defined as a “striking exhibition of unlikeness.” What is most strikingly unlike anything that comes out of a radio speaker or smart phone ear buds? Silence.
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Well, there is and to many it might seem counterintuitive and to some it might seem downright blasphemous.