The wide variety of reasons people have for buying one product rather than another are investigated by the advertising people in order to prepare efficacious commercials. They do not have the slightest qualm about questioning the consumer about personal things in her own domicile. The consumer is requested not to expurgate her answers. Generally, people …
Penulis: Kang Ridwan
Tricks of the Trade
Some television commercials, trying to break through the ennui built up in the viewer by the plethora of competition, employ humor. Others feature a comely girl as a pretext forgetting the viewer to stay tuned in. At time raucous music, accompanied by some frenetic activities, is designed to preclude the viewer’s loss of attention. The …
You Can’t Help But Watch
The housewife is in a quandary about making a felicitous selection among the array of products. The advertisers must influence the malleable consumer, and often they do it in the most callous ways. Television offers many tangible advantages for reaching the consumer. As a result, the consumer is inundated by commercials. The advertiser knows that …
What’s in a Name
Supermarket now carries their own products to compete with the national brands. Those “house” brands are not in a felicitous position because they cannot be advertised widely. Supermarkets overcome this encumbrance by making these brands less expensive. Many people believe the shibboleth, “You get what you pay for,” and they purchase items on the premise …
“Tried and True”
Few question the propriety of the current haste on the part of manufacturers to bring out “new and improved” products at the prevalent rate. At one time, in the dim, distant past before the advertised on the merits of their “tried and true”, qualities. Few advertisers were impious enough to jettison any part of a …
It’s what’s outside That Counts
Packaging of grocery items is a facet of advertising that is too little appreciated by consumers. Walking up and down the aisles of a supermarket, one seldom stops to analyze the individual package in the potpourri of items on the shelves. The manufacturer had to glean and test many different designs before he accepted the …
Queen of the Supermarket
The American housewife is queen of all she surveys in the supermarket. She decided what times shall be purchased. Grocery manufacturers are well aware of her power to make one product a success and another a failure. They spend huge sums developing new products with which to curry her favor. Fearful that a successful products …
The Hammy Old Days
Actors depend upon their ability to gesticulate almost as much as upon speech to obtain their desired histrionic effects. With them, gesture serves much more than merely to augment speech. When their communication is by gesture alone, it is called pantomime. In the early silent motion picture period, gestures were flamboyant. To show that he …
Seeing in Learning
While we are all cognizant of the importance for words to create certain impressions, gesture is relegated to a much lesser role. Gesture are important concomitant to even the most vapid speech, enhancing it and giving the hearer something to look at while he listens. The value of seeing at the same time as listening …
Getting a Good Look
The television press interview is conducive to close scrutiny of a candidate. His public speeches may contain many cant phrases, but a sharp question by an astute reporter can destroy a cliché filled statement. The politician now will procrastinate in his answer; a new facet of his personality may be revealed by his demeanor. Perhaps …