2.1.1.3 Video as a Persuasive Medium
According to Crieg (2017), before people can even consider trying a product, their attention needs to be held, which is not something easy to do. In fact, humans have an average attention span of only 8 seconds. It is almost impossible to persuade people to try a product within such a short timeframe. So that is why, copywriters and advertisers have emphasized strategies that are able to increase attention spans, using devices like storytelling, making outlandish promises and writing great headlines. But getting their attention have not solved the problem. The video maker also needs to provide an emotional connection with the audience. Most of the time, the emotional connection involves identifying the main problems and explaining how the product can help to solve them. The challenge from …show more content…
Visual is 90 percent of the information that is transmitted to the brain. The brain process video information 60,000 times faster than text. People make decisions based on emotion, after that they post-rationalize their decisions with logic. That conclusion is actually supported by a research. When it comes to persuasion, one of the best advantages of video is the ability to provide visual and auditory information together at the same time, which increases information retention, shown a research. Compared to another visual media, video has the ability to transfer information or emotion through the facial expressions, body language, tone of voice, music and stories. Basically, video allows one to use both visual and auditory cues to express a more compelling story. And if the video is designed strategically, these elements will work together in creating an emotional state that encourages buying or trying behavior (Crieg,
According to Crieg (2017), before people can even consider trying a product, their attention needs to be held, which is not something easy to do. In fact, humans have an average attention span of only 8 seconds. It is almost impossible to persuade people to try a product within such a short timeframe. So that is why, copywriters and advertisers have emphasized strategies that are able to increase attention spans, using devices like storytelling, making outlandish promises and writing great headlines. But getting their attention have not solved the problem. The video maker also needs to provide an emotional connection with the audience. Most of the time, the emotional connection involves identifying the main problems and explaining how the product can help to solve them. The challenge from …show more content…
Visual is 90 percent of the information that is transmitted to the brain. The brain process video information 60,000 times faster than text. People make decisions based on emotion, after that they post-rationalize their decisions with logic. That conclusion is actually supported by a research. When it comes to persuasion, one of the best advantages of video is the ability to provide visual and auditory information together at the same time, which increases information retention, shown a research. Compared to another visual media, video has the ability to transfer information or emotion through the facial expressions, body language, tone of voice, music and stories. Basically, video allows one to use both visual and auditory cues to express a more compelling story. And if the video is designed strategically, these elements will work together in creating an emotional state that encourages buying or trying behavior (Crieg,