The Magic Bullet
My first thought was to use an infomercial to show the numerous ways Marwell and Schmitt's Taxonomy is used to sell things, but as I was looking through my news feed I saw the eulogy President Obama gave for Beau Biden. Although it was fascinating to see President Obama give a speech in a completely different setting, something that was not political, I just could not find a way to make it fit into Marwell and Schmitt's Taxonomy, even though it would have worked for any of the other three persuasion applications (too bad it wasn't available for the Triumphant Individual parable). Therefore, I went back to an infomercial. This is the infomercial for the Magic Bullet.
The $60 Magic Bullet brought in $250 million dollars in just over a year. Some of you might own a magic bullet, but watching the infomercial one may think it is too good to be true. However millions of people were sold on the message.This infomercial uses the tactic based on Rewards. The banner flashing across the the ad cannot be ignored. It offers a magic bullet system free... but you have to stay tuned to find out how. The banner is offering a reward for not changing the channel and watching all of the infomercial.
It's the personal counter top magician! It is time saving by being quick, easy, and simple. If you order right now you can get the 17 piece system for $99, plus shipping and handling of course. Call now to get the the bullet juicer FREE. A $400 value. Call in the next twelve minutes and you get a second 21 piece Bullet system FREE! Plus, a 30 day money back guarantee. All of these things are rewards for ordering the Magic Bullet system. Using rewards is a great way to sell things, which is why if it is used in a speech it may be easier for the person speaking to sell whatever their point is to the audience.
The Process Premises
The Magic Bullet I believe could be considered a love object under the needs premise. The infomercial tells you all the reasons you need this product. In the second process premise I would say that the emotions of happiness/joy are present. One will be happier with this product because it will make their life easier. It will save them time in preparing meals. I also think the third process premise of attitudes is shown by the cognitive influence this ad can have on people. There is a reason this this product brought in $250 million in just over a year. Either it is really that good, or the Rewards and the process premises were that good in selling the product. I believe it is the latter.
Dang it Amber, you beat me to it! The Magic Bullet was the first thing I thought of as well. Great job....the info commercial obviously does work, because my husband bought one! We had to have it, according to him....we sold it at a yard sale a year later for 10.00! Great Job
ReplyDeleteWhat I've noticed about an effective use of the Rewards tactic, and what Cindy touched on is the sales approach. An effective salesperson will sell you on a VALUE, not the product itself.
ReplyDeleteAnyone who has ever let a Kirby salesperson in their home has experienced this. They throw dirt on the floor and vacuum it up with your current vacuum, then run one stripe through the middle of it with their 'Kirby'. Then they ask, would you leave your baby on that floor?
This infomercial was a great representation of Marwell & Schmitt's Taxonomy Influence Tactic of Rewards.
Good analysis Amber! I had an old Magic Bullet, loved it! Then when it died, we bought another one. The quality had really gone downhill and we returned it after only 2 uses. We have a Ninja now and love it! I try not to watch these infomercials because I always want to order whatever they are selling! They make it sound so good. My kids are smarter than me and they get online and check reviews before they believe the claims they are making. They are effective for sure or they wouldn't still use this method of salesmanship. Thanks for the post! Oh and loved your speech last night! It was very touching.
ReplyDeleteCindy really was going to use this example. It was the first thing she thought of. Great example!!! I too have a silver bullet. We use it almost everyday! I think infomercials are very persuasive. They make us feel like we can't live without their product or that our lives will be so much better if we do have their product. Great post!
ReplyDeleteThis is a great example. Infomercials are annoying, but they are effective because they do draw you in with rewards or limited availability and the list goes on. I have been guilty of purchasing a few things I have seen on informercials. Frank, I actually bought a Kirby when they demonstrated their vacuum versus mine. Now, if I could just find where to buy the right bags for it.
ReplyDeleteThank you for sharing this with us Amber. I really like the aspect of a family get together or a big slumber party with their friends. A great way to talk to all of them over the morning breakfast.
ReplyDeleteMy wife bought one and she was given another for a gift. Infomercials know there target audience pretty well .They persuade you on the value not the product. great job.
ReplyDeleteGreat job Amber. I too have had a bullet. For me it was the emotional part about obtaining one so that I could be healthy and stay trim and strong. Infomercials definitely play on needs as well as emotions to get us to buy into whatever it is they are selling.
ReplyDeleteThat's too funny I actually saw this a few years back and wanted to buy one so bad! I was still in high school and wanted one so the infomercial definitely worked! Good job Amber!
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