They have to get it before they can like it
The second a consumer stumbles to comprehend an advertising message they immediately dislike it. It's like the brand is trying to be smarter than them. I know this because I have sat through hundreds of focus groups, and seen this happen thousands of time.
Advertising is a mixture of art and commerce. Art can get away with ambiguous mystery open to interpretation. Commerce cannot. If someone doesn’t understand what you’re selling, that makes it very difficult for them to want to purchase it. Confusion is never the goal.
Granted different categories allow for more vagueness than others. I challenge anyone to explain the meaning of the perfume commercials that pop up around the holidays. They certainly have more freedom. But when you’re trying to help someone solve their indigestion, don’t give them more indigestion by confusing them with your message.
Advertising shouldn’t be simplistic and obvious, but it certainly can’t be abstruse.
