Infomercials are television or radio commercials that provide contact number or website to its consumers after the end of an advertisement. Such commercials have three or four significant segments that determine the effectiveness of the commercial. Infomercials provide product demonstration, outline the feature of the good, analyses benefits, and presents evidence of the effectiveness of the material. This paper shall evaluate OxiClean Ad by Billy Mays to help an individual understand these segments
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OxiClean Ad is an infomercial by Mays, which provides consumers with solutions to stain and dirt removal. The main actor in this commercial is Mays who does all the demonstrations within a period of 2 minutes. Mays begins the advert by demonstrating how OxiClean works.
This helps a viewer to understand how the product is used because most people are lazy on following written instructions after purchasing a new product. During the advert, Mays particularly demonstrates procedures of using the product. This can be evidenced by the way the actor scoops one spoon of OxiClean, pours it in a bowl of water and dips a piece of cloth.
May proves that OxiClean is color friendly by dipping colored cloths in the mixture. Another demonstration involves wiping stained surfaces using a napkin dipped in OxiClean. Throughout the advert, the actor provides evidence on the effectiveness of the product. The final part involves stating where the product can be purchased and how a consumer can obtain it at a discount. Mays provides consumers with his contact number for any questions and directions on how to make a quick purchase at a discount.
This commercial requires consumers to pay attention. This is because bleaching agents can be dangerous when used wrongly. If an advert is not convincing the consumers, engage in counterargument. This can destroy a company’s reputation leading to low sales. In order to avoid counter argument, marketers must be convincing. This can be done through providing demonstrations that prove to a consumer that the product is effective.
When a product is being advertised, the actors must use different persuasion styles to convince consumers that the merchandise is worth buying. In this case, Mays uses different marketing principles to convince consumers to purchase OxiClean. During the advert, one can determine that the actor is likeable in terms of demonstrating how the product works. It is vital for buyers to like the person selling a product, which can be in terms of appearance or sense of humor,
Mays uses the principle of authority to woo consumers. Basing on the introduction of the advert, May pioneers oneself as a stains specialist. Advertisers should note that consumers believe in authority. This is because a person feels safe when using products from a known seller. In this case, May is known to provide several products that meet consumer expectation. With respect to his popularity, the actor receives attention from different buyers. The number of viewers who stream online to check on Mays adverts can evidence this.
The principle of scarcity is portrayed effectively in this advert. In today’s society, the economy requires innovative people. This calls for time management that can allow a person to deal with other things that can help in sustaining a person’s life. In this case, most people demand washing and cleaning detergents that are fast an effective.
These detergents are scarce because of their effects. However, May uses this opportunity to demonstrate the effectiveness of OxiClean for people who need a product that is affordable and effective among other detergents.
The social proof principle is the ability to prove to consumers that a product sells. Mays advertises may products which gain attention from varied viewers. Another way to tell if a product sells is through analyzing peoples comment on the products website. In the end, all these make infomercials effective.
Original Billy Mays OxiClean Ad from October 2000 https://www.youtube.com/watch?v=ZTpXh33Mbeg