Somber, dark commercials try to stress the seriousness of a product or service. Investment services, for example, may try to worry the audience about not saving enough for retirement. A serious tone works with commercials for certain businesses. An upbeat, positive nature becomes a must for others. Local restaurants, in particular, benefit from stressing a bright and cheery atmosphere to go along with good food.
Information Isn't Enough
A commercial must tell people what the audience sells.