SMELL eBay

EBay created this commercial to inform readers about the eBay and encourage viewers to go visit, search, or use the website. EBay presents itself to viewers as a place where a consumer can find what they love, as well as a place to find people that share the same interests.

Although the commercial only lasts about a minute, dialogue and other language remains scarce. The lack of words forces viewers to focus on what they see, rather than what they hear. Beginning in silence, viewers see an older man polishing the variety of clocks he has placed carefully around the room. Viewers conclude that this man takes great pride in his collection of clocks. Suddenly, he begins to hear a ticking noise. Astonished at the unfamiliar sound, he turns around to find a roomful of strangers, each holding a different clock. As the camera pans out, viewers see the multitude of people waiting to offer the man their personal clock. The variety of different people, young and old, male and female, black and white, parallels the assortment of clocks presented to the man. As a collector, his tastes vary and he may even have a certain style or brand in mind. This example subtly hints that no matter what you are looking for, eBay will have it due to the large base of buyers, sellers, and traders. The man looks out into the crowd and realizes that he is not alone in his passion for clocks. He finally chooses the one he wants to add to his collection and hangs it on the wall. As his arrangement of clocks on the wall is completed, eBay uses that accomplishment to imply that by using their website, viewers can reach their goals or get what they want as well.

The constant ticking sound of a clock may often times seem noisy and annoying. Viewers may become slightly irritated with repetitive clicking sound as it grows louder and louder as more people come into sight. But just as the sounds started to become a problem, a very soothing, classical song begins to play. The soft, happy tune begins to mix with the ticking noise, creating its own distinct sound. The two opposing sounds come together, sounding like a waterfall or trickling water. This peaceful sound relaxes viewers. Eventually the music over powers the sounds of the clocks, after the man makes his decision about which clock to add. As the commercial ends, the happy and calming melody leaves viewers in a cheerful mood. Viewers remember the sound of the ticking clocks and the soft classical tune, even after watching a plethora of other commercials. Perhaps, every time someone hears a clock, it reminds them of eBay. If this occurs, then eBay successfully got their message out to the viewers.

Because language is not prevalent in the commercial, the closing lines are more memorable. EBay leaves viewers with a subliminal message, saying that using eBay is the only way of finding what you desire. Viewers are logically drawn towards eBay, because after all, who doesn’t want to find what they want.