By Robert Heath, Paul Feldwick
Identify: 50 years utilizing the inaccurate version of television advertising
Author(s): Robert Heath and Paul Feldwick
Issue: March 2007, factor 481
This article summarises a paper to be offered on the fiftieth industry learn Society convention. It investigates the
dominance of the information-processing version, which has been assumed to be right because the first united kingdom television advert ran in 1955.
We current proof that the version is over-simplistic and opposite to studying from psychology, and look at why it has never
been effectively challenged. ultimately we current an summary for a brand new version, and summarise a few implications.
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Extra resources for 50 years using the wrong model of TV advertising
TH E R E ’ S M O R E ! the airwaves. This isn’t because infomercial makers (necessarily) lack creativity. As with the sales tactics that have barely changed over the years, the same tried-and-true categories continue to be successful: looking better, having more money, saving time. It is, very often, all about building a better mousetrap. What all of these half-hour infomercials have in common, of course, is that they all offer some sort of cure. Late-night pitches aren’t in the business of offering us dresses, trash cans, CD players, or cans of roach spray.
Some products rely on both formats. Proactiv, for example, features long-form infomercials when half-hour blocks become available late at night; during the day, the company targets acneriddled teenagers on networks like MTV and Comedy Central. L AT E - N I G H T C A R N I VA L 47 The two formats complement each other. The sixteen-year-old high school student may have marveled at Jessica Simpson’s crystal-clear skin on the extended Proactiv infomercial but forgotten to place her order. Then she sees the short spot come on while she’s watching TRL, and it gives her just enough time to jot down the phone number.
I’ve got it. ’ I wrote the bizarre word down on a piece of paper and went back to sleep. ” Of course, the word sounded Japanese, and viewers couldn’t help but make a connection to samurai swords or even the Benihana steakhouse, which had taken off around the same time. Schiff and his partners hired a Japanese exchange student as the commercial’s “chef,” and 22 B U T W A I T . . TH E R E ’ S M O R E ! the three created one of the most famous ads of the twentieth century, which opened with a hand karate chopping a wooden board.
50 years using the wrong model of TV advertising by Robert Heath, Paul Feldwick