Advertisers in recent times have creative storyboards that are more concerned about how 'creatively' they can get hold of the viewer's attention. Since the advent of PVR (personal video recorders) when a lot of power 'democratically' go to viewers in general, these
worries them a lot. Big players have been working on innovative and creative avenues to make a dent on the viewer's heart. For example, BMW did some tricks with TiVo, pre-Da-Vinci-days KFC threw out some coded messages for DVR users asking them to play it in slow motion. Now Sony for its Bravia television promotion made a commercial with two different endings. One for guys, one for girls. Sony hopes by titillating the gender chauvinism they will stop the viewer to cruise along to its ad flow.
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