The TV ads are becoming more effectiveSlate has an interesting article this week analyzing why certain understated TV ads may be effective. It looks at commercials that either have no dialogue or very little dialogue, so that the only sounds heard are ambient noise.

This goes against the common thinking that the more whistles and bells in an ad, the better, especially in a media environment where people are fast forwarding through commercials with their Tivos and multitasking while watching TV (surfing the net or texting). It would be very interesting to see not only if this theory bears fruit for television commercials, but in the online realm as well.

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