Call Now to Buy Your Very Own Sham: An Analysis of Advertising Campaigns
In “The Hard Sell: Advertising in America”, Bill Bryson gives specific insight on the necessity of being more aware of why you buy what you buy. Bryson argues that the product name must be short, simple and unique. He states, “First. It is short. Second. It is not capable of mispronunciation. Third. It does not resemble anything in the art…” (425). Another effective advertising strategy that Bryson observes is the “giveaway”. Bryson states, “Consumers became acquainted with the irresistibly tempting notion that if they bought a particular product they could expect a reward…” (427). Bryson also asserts the importance of creating in the consumer a feeling of anxiety that makes the consumer feel as if they NEED the product and not just merely WANT it (428-429). Another efficient selling tactic is the use of scientific-sounding terms, according to Bryson, “There was never slightest hint of what GL-70 was, but it would, according to the advertising, not only rout odor-causing bacteria but ‘wipe out enzymes!’” (434).
Bryson is very insightful and emphatic in his arguments about the alluring thought of a reward, the necessity to create an anxiety in the consumer, and the conclusive “scientific studies”. Take, for example, any product you can find on a late-night television infomercial. One of the most effective advertisements is the commercial for the ShamWow. Like all the products found on the infomercials, the ShamWow “comes at an UNBEATABLE offer, call now and get not one, but TWO ShamWows for the price of one!” The company does a very effective job at pulling in the viewer with this line, sometimes you can get even more products like books and containers if you call quick enough. The announcer does a great job at creating the anxiety by asking, “Does your car always have unsightly water spots? Do your friends ask you when the last time you cleaned your car? Fear no more! The ShamWow will...
Please join StudyMode to read the full document