29
1. „Players please‟
2. „Mars are marvellous‟
3. „Let the train take the starin‟
4. „Three Nuns, none micer‟
5. „Don‟t be vague, ask for Haig
6. „Go well, go Shell‟
2. 3 .1.8 Repetition
Repetition is used in advertising as a way to keep a brand or product in the forefront of consumers minds. Repetition can build brand familiarity, but it can also
lead to consumer fatigue, where consumers become so tired of an ad that they tune out or actively avoid the product. Therefore, to be effective, repetition must occur in
the right proportion, as too much repetition may be counter-productive as an advertising strategy.
According to Briiliant Independent Consultant, there are three functions of repetition. They are credibility, establish brand familarity, and the first thought.
1.1. Credibility
Repetition in advertisements can really enhance credibility. Have you ever noticed that when someone wants you to believe that something is true they
use someone well known or respected? If it is a child trying to convince another child or something they may say, “Well Mom told me that, so it is
true.” Mom has gained her credibility with that child.
One of your goals through advertising should be to establish your credibility through repetition. Did Mom get her credibility because she went to Harvard?
Universitas Sumatera Utara
30
Maybe, but more likely it is because she is there, she tells the child this or that on a regular basis, and they see and hear her over and over. The same is
true for in advertisements. When a potential customer sees and hears you and your brand over and over, and on a regular basis, you begin to establish
credibility with them. Then when they purchase a product, and it is what the writer said in repetition advertisement, then you cement your credibility in.
1.2. Brand Familarity
This is much the same as credibility. However, the importance of repetition in advertising is familiarizing people with the products. Repeating is a common
way of giving an impression towards the advertisement. When you repeat in your ads, the readers learn. The more someone sees your brand because of
repetition, the more familiar they become with it, and the more likely they are to take notice at the store, or online, or whatever, and buy it.
1.3. First Thought
If you offer a product or service you want people to want you, it means that by using repetition, you expect the readers give their first thought toward
advertisement itself.
2. 3. 1.9 Punctuation
