Sucking The Blood From “Product As Hero”

Kenneth Hein, writing for Brandweek offers us a new term for the advertising lexicon: Visual Vampire.

Wendy’s red wig-clad ads are hard to miss. However, new research shows that the characters in pony-tailed toupees greatly overshadow the products featured in the same ads.
“It is a visual vampire. There is high engagement, but when they show the food it drops like a rock,” said Lee Weinblatt, CEO of PreTesting, Tenafly, N.J.

When consumers are interested in something, their eyes vibrate faster. This is called saccadic eye movement. Special eye-movement recorders that have the ability to record not only where one looks, but the rate of saccadic motion and fixation as well.
The majority (68%) of viewers of the Wendy’s ad were riveted when the wig was on screen, but when hamburgers were shown it fell to 24%.

About David Burn

Native Nebraskan seeking the perfect pale ale in the Pacific Northwest. Disc golfer. Fan of Kurt Vonnegut, community radio and wolves in the wild. Copywriter and brand strategist at Bonehook. Co-founder and editor of AdPulp.

  • Duval

    Fortunately, I suspect a majority of viewers (98%) already know what a Wendy’s burger looks like.