The portrayal of people as “dumb” in mobile ads is a deliberate strategy used by advertisers to capture attention and convey their message quickly and effectively. Here are some reasons why this approach is commonly used:
1. Humor and Entertainment
- Engagement: Ads that use humor or depict exaggeratedly foolish behavior tend to be more entertaining and memorable. People are more likely to share and talk about ads that make them laugh.
- Attention-Grabbing: Humorous ads stand out in a crowded media landscape. By presenting over-the-top scenarios, advertisers can quickly capture the viewer’s attention.
2. Simplicity of Message
- Clear Contrast: By showing characters who make obvious mistakes, the ad can clearly highlight the problem and present the advertised product or service as the simple solution. This stark contrast helps the viewer understand the message quickly.
- Easy to Understand: Simplifying situations to the point of absurdity ensures that the message is easily understood by a wide audience, regardless of their background or education level.
3. Relatability
- Human Error: Everyone makes mistakes, and seeing others do so in ads can be relatable and comforting. It can make the audience feel better about their own mistakes.
- Emotional Connection: When viewers see characters who are clearly struggling and then find a simple solution, it creates an emotional connection. The audience feels satisfaction and relief, reinforcing the positive association with the product.
4. Memory Retention
- Memorable Content: Ads that are funny or outlandish are more likely to be remembered. People tend to recall humorous or absurd content better than straightforward, serious messages.
- Word-of-Mouth: People are more likely to talk about and share ads that are amusing or surprising, increasing the ad’s reach through word-of-mouth and social sharing.
5. Overcoming Skepticism
- Disarming Skepticism: By using humor and exaggeration, ads can disarm viewers’ skepticism and make them more receptive to the message. The “dumb” scenarios can lower the audience’s guard, making them more open to the product being advertised.
6. Market Saturation
- Standing Out: In a market flooded with advertisements, using exaggerated and “dumb” scenarios is a tactic to stand out. It differentiates the ad from the multitude of others that consumers encounter daily.
Examples
- Infomercials: Often show people struggling with everyday tasks in exaggerated ways to make the product’s benefits more apparent.
- Mobile Game Ads: Frequently depict characters failing simple tasks to highlight the game’s mechanics or challenge level, enticing viewers to try the game themselves.
Conclusion
The portrayal of people as “dumb” in mobile ads is a strategic choice aimed at capturing attention, simplifying the message, making the content memorable, and engaging the audience through humor and relatability. While it might seem silly, these ads are designed this way because they are effective at achieving their primary goal: getting you to remember and act on the advertisement.