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What Were They Selling Again?
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There are many ways in which a commercial can fail to get its message across. Some ads are uninteresting; others are so bad that they turn more viewers against the product than they attract. But some commercials fail because they're too good. A commercial that's too clever, or features too memorable a gimmick, runs the risk of being remembered only for the gimmick and not its association with the product. The commercial has performed the important task of holding the audience's attention, but it hasn't spread the word about the product it's trying to promote.
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n9:abstract
There are many ways in which a commercial can fail to get its message across. Some ads are uninteresting; others are so bad that they turn more viewers against the product than they attract. But some commercials fail because they're too good. A commercial that's too clever, or features too memorable a gimmick, runs the risk of being remembered only for the gimmick and not its association with the product. The commercial has performed the important task of holding the audience's attention, but it hasn't spread the word about the product it's trying to promote. German media experts call this the "Vampire Effect"; this was also named on The Gruen Transfer as "Vamping". May happen in a Design Student's Orgasm or Dada Ad. See also Breakaway Advertisement, Sidetracked by the Gold Saucer. Perfume related products have their own trope, Perfume Commercial. Examples of What Were They Selling Again? include: