Question: What is the best element to add to a TV ad to make the product sell?
Answer: Humour, along with all sorts of other things.
Research has shown that consumers struggle to concentrate on adverts during programs which contain sexual or violent images, but it was thought that this effect could be negated by including sex in the adverts themselves, however a study at University College London has shown that maybe sex doesn't sell after all.
The researchers showed both sexual and non-sexual adverts to a group of subjects.
[they] compared the recollections of those who had seen the advertisements that used the promise of sexual allure with those of the people who saw advertisements that did not titillate. They found no significant difference between the two groups.
Research at the University of Bath found that adverts featuring celebrity endorsements are “less effective” than those featuring ordinary people. They believe this is because people are more interested in “keeping up with the Joneses” when making purchasing decisions than they are in celebrities.