informativeness is an important reason that users accept internet advertisements, people want to have information while they are using internet and watching the videos. Good marketing strategies cannot be designed in the absence of knowledge about customers’ attitudes. Attitude has three components named as affect, cognition and behavior, which means to feel, believe or behave about/to the object. Attitude is a derived composite outcome of the interaction between a person’s beliefs (cognitive thoughts) and expressed emotions (affective feelings) with respect to those beliefs. Knowledge of these interactions can help to predict a consumer’s behaviour. Irritation is one of the major reasons behind customer criticism of an advertisement and can lead to sales reduction. It creates negative attendance to users. Such as stop users watch the video in the middle, it would make the audience hate this advertisement, which the advertisement doesn't work at all.

 

XUEBAI ZHANG AND SHYAN-MING YUAN, 2017, An Eye Tracking Analysis for Video Advertising: Relationship Between Advertisement, Elements and Effectiveness, IEEE-Access.

 

According to Hsieh and Chen’s study, video advertising type is the best one for drawing users’ attention among various advertising information types, while having a stronger effect on consumers’ memory and decision- making. This article explores the relationships between these key ad elements-related eye movements and higher-order ad effec- tiveness for video ads. The eye contract when the audiences are watching the video, it has connection with attitude towards advertisement, attitude towards brand and purchase intention. The article analyse more about the meaning of the advertisement to get the contract from the audiences instead of the video itself. The colour and the screen effects are important as well, this could keep the audiences’ contract and implant concept to them, which is what advertisement should do

 

H. D. KUSUMANINGRUM, M. M. VAN PUTTEN, F. M. ROMBOUTS, AND R. R. BEUMER, 2001, Effects of Antibacterial Dishwashing Liquid on Foodborne Pathogens and Competitive Microorganisms in Kitchen Sponges, Journal of Food Protection, Vol. 65, No. 1, 2002, pp.61–65

The results of this study demonstrate that the antibacterial dishwashing liquid was effective in reducing pathogens in the suspension test but not in the used sponges. The number of bacteria increases rapidly under favourable conditions in a used sponge and there is a constant risk of contamination transfer from this surface, disposable sponges or cloths should be considered for use whenever possible. Many antibacterial products are specifically manufactured for the reduction of bacteria in cleaning cloths and sponges. Their works are similar on cleaning the dishes. The big difference that makes users feel different is the sponge they use. It makes a big difference between used sponges and responsible sponges. For the dishwashing liquid, the difference they can make the audience feel is actually the smell, the product packaging and the use experience.

 

HuntOffice™ Fairy Washing Up Liquid Shake Test, 2019 (video file), available from<https://www.youtube.com/watch?v=3Edp2asQVgU>

This is a very simple but very useful video advertisement. It shows a straight comparison between the advertisement brand and other dishwashing liquids. The music sounds cheerful and energetic which will guide the audience's positive attitude. With the music ends, the shaking ends as well, the result of the comparison shows up: the dishwashing liquid doing the advertisement totally wins. The white box has nothing left but cleaning water. It also makes the audiences think: if shaking is that good, how good it could be if I use it on my sponges to clean my dishes? Then, with audiences’ imagination, this advertisement works successfully. 

 

Morning Fresh NZ - Dinner Party - 30', 2021(video file), available from <https://www.youtube.com/watch?v=3YKULZyggJI>

This video advertisement’s cure part is the music. The character sees many dirty dishes and complaint: “Dishes.” He doesn’t want to wash these much dishes at all, but the morning fresh dishwashing liquid changed everything. It makes the washing looks so easy, the screen shows how easy it is when the character use it to clean the dish. With the product’s singing, the audience would think that using this brand to wash my dishes is easy and happy. Also the singing product makes people remember the product’s package, especially the mouth, this is the special element of the product, once again, the audience's impression of the product was deepened.

 

At this point Man B arrives and tells him that there is an appointment and to hurry up. But Man A says, "I'm sorry, this is taking too long. "Then Man B gives him a morning fresh dishwashing liquid. notice at this point that both the outside of the morning fresh and the liquid are bright green, highlighting its graphic focus. He then has a very smooth cleaning process. During this process, the music becomes very rhythmic drumming, so that the audience's attention emotionalion changes to joy and the feeling that using this product is a positive thing to do. The camera will show the dirty plates becoming clean immediately after touching morning fresh. The images and special effects follow the rhythm of the music and constantly introduce the advantages and differences of morning fresh.

 

Finally, the music stops as the plates are cleaned smoothly. Man A then picks up the plate and smells it, at which point the subtitles also suggest a fresh lemon scent. (This time the product from advertisement is lemon scented). The scene pulls away to reveal that Man B is still next to him, which suggests that the cleaning process was quick, only a few minutes. Man B and Man A touch fists. Man B says: "Come on, there's still time to catch up our appointment." The two then walk out of the frame, leaving a close-up of the morning fresh product in front of the camera.