Above are print ads for Mercedes Benz showing the benefit of being able to move the car seats around to fit your preference. I like this ad because it gives the viewer a task to do, and that is to solve what the seats are spelling out. I think if there is a simple task for the audience to do, then it is rewarding when they figure it out and they will spend that much more time on the ad. I believe the task cant be too hard to do and has to be intriguing since the ad itself is usually only looked at for maybe 2-4 seconds.
That is why I think most ads have a cleverness to them. They are trying to 'hook' the reader to spend more time viewing the ad. If this ad just had a picture of a car on it and said, "New benefit: change the seats around," no one would take the time to read that. Advertisement is a game. Its a challenge for advertisers to draw in the audience and it is a game for the viewer because they get to pick and chose what they pay attention to.
I think car ads are a bit tricky as well. They used to just show the cool look of the car, and then in tiny print say some of the benefits, and maybe have a star rating beside the picture. But now, people have seen it multiply times and people are looking more into the other aspects (I could be experiencing this because people my age are beginning to buy their second or third car, whereas in high school most people chose a car based on their looks). There is only so many times you can show just the outside of a car in a car ad....
Here are some examples of car ads that have been done and done over and over again and again.
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