It might also serve to explain why these commercials have been so successful for Old Spice:
Of course there is a reason for this, and that is humans pay attention to things that are odd and do not match up with our framework of what it normal or expected. This develops when children learn object permanence - that is that awareness that objects continue to exists when not perceived.. At the age of eight months, infants are able to utilize this skill. This is something that is usually covered in early psychology classes.
|Kicking ass at cognitive tasks!|
What does this mean about advertising? I would suggest that advertisers are trying to get us to look at their ads, holding our attention by altering permanence of objects, and breaking the rules and schemas we have developed about the world around us by showing us pigs in cars with pinwheels and things turning suddenly into diamonds.
|Now you're playing with power! |
(image from UGR)
There have already been other waveforms linked with attention and there are many others. It would be a cool study to try out, if it has not already been done. I personally, would guess that people are going to look at these ads longer. The only problem is that you would need some sort of appropriate control stimuli. Maybe the control could be averaged waveforms of "unabsurd" commercials which would be matched against the averaged waveforms of the "absurd" commercials.
Nonetheless the point I am getting at is that advertisers want you to go "what the hell was that all about?" when you watch their commercials. By doing so they make you pay attention to their ad, and therefore more likely to get you to start thinking and talking about their products.