By engaging an audiences culture, it is much easier to capture their attention in a way that they'll latch on to. It is like a store playing a well-known song in the store. Although they may not being looking for an in-depth analysis, they are using a person's likely cultural experience and memory to impact and create a hopefully new memory between the brand and the customer.
With new media, it is useful to pose a call to action or a request for engagement to encourage people to stop, think, and interact.
Finally, or perhaps first, it is important to pose something eye-catching and creative initially grab the attention of the viewer. With the increasing flood of media, it is easy to miss what you are proposing.
