1. Based on the principles of attention presented in this chapter, explain why riders receive these ads so positively. Be sure to consider the possible stimulus selection factors that apply?

2. It has been shown that consumers can habituate to a stimulus. Is there anything the ads’ creators should know about adaptation and its potential impact on the success of these ads over time?

3. As you consider the companies that have used tunnel advertising, are there brands or products that would not be a good fit for this medium? Be prepared to justify your response with examples.

Various agencies around the world have pioneered a technology that allows for static images placed in subway tunnels to appear as full-motion commercials. This represents one of many developments in recent years to break through ad clutter to capture consumers’ attention with a novel type of advertising in a place that consumers do not expect it. The ad medium is rolling out in subway tunnels of major cities worldwide. The most notable part of this new development is that public reaction has been overwhelmingly positive. Transit officials, agency representatives, and corporate advertisers alike have been given kudos for turning dark and dreary tunnels into something entertaining for commuters.