Let’s start this Wednesday off with a little update: I am happy to announce that since the debut of The E-mail Song (watch it here if you haven’t seen it yet), my keyboard has been getting quite a workout! Keep the e-mails coming!

Today’s blog post is on the topic of an extremely fascinating television phenomenon: the infomercial. Every time one comes up on the television screen, it’s like squishing a bug under a book – you know it’s going to be nasty, but you have to look anyway.

Infomercials are renowned for their effort to push products that we already have or won’t ever need. Often, a slight modification (attributed to “ergonomic design!” or “NASA technology!”) is made to the product to prove that it has been custom re-designed to fit YOUR lifestyle. But at the end of the day, The Magic Knife is just a knife, Spray On Hair Color Thickener is just a can of paint, and the Push Up Pro is just a waste of money.

Some infomercials do manage to slide under the radar. I admit that there have been a couple occasions where I’ve almost considered jotting down a 1-800 number. There was even a time where I secretly pined for a Magic Bullet (the Party Mugs come with coloured Comfort Lip Rings!). Fortunately, there’s a very thin line between the perfectly customized and the downright hilarious.

Case in point: Easy Toothbrush


But wait! There’s more: don’t let all this toothbrush madness distract you from this week’s Y&F poll! Try it risk-free for 90 days- for only six easy paym– I mean, until the end of the week.

Larissa

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Comments

1) Tim - 01/16/2008
When the Golf Channel first came out it was filled with infomercials. My Dad, being the golf nut that he is, ordered every product offered. Swing trainers, DVD sets, training guides, indoor putting practice devices, weighted clubs, driving distance gauges, GPS, books and more. My Mom finally canceled the subscription. He was out of control.

2) Caleb - 01/16/2008
I think my dad was a bigger infomercial geek than Tim's. He got the knives that could effortlessly cut through ripe tomatoes, bracelets that balanced your yin & your yang, "Limited-Edition" art prints that were too much of an eyewore to be sold through normal retail channels, the super-sonic toothbrush that pulses 1200 times a minute and yes, last but not least, pièce de résistance - the Dr. Ho's electrotherapy device. The good Lord help us all.

3) Nala - 01/16/2008
Okay - crap! - I have a Magic Bullet. You found me out! And YES the coloured Comfort Lip Rings are FANTASTIC!

4) Doug - 01/16/2008
http://www.opensourcecu.com
As an in insomniac and, in my own mind, a aficionado of all things Ronco (from the Bamboo steamer to various juicers) and Time Life Collections (I've seen them all, many times and I still stop when I'm flying through channels), I'm pleased that you posted on this.

The thing that infomercials, and their predecessors, the "TV Offer Only, Blue Screen At The End" Commercials (probably not the real name of the style...let's call them Ultra Infomercial since they're concentrated), are aped for is their ridiculously hard sell.

These are the polyester suits of the advertising worlds with the clammy handshakes, slicked-back hair and the smoky laugh. They're an easy target.

The one thing that makes them SO effective is their ability to solve a problem. Marketing is communicating how your product is better. And infomercials are almost second to none in driving that message home.

They show use-cases exclusively. THIS is how you use it. THIS is how it solves a problem. THIS is how it makes life easier for you.

They don't even bother with that vague and expensive notion of "branding."

I think that's why I like infomercials and ultra infomercials. They're not pretentious, they get to the point, and darn it if I don't actually need two tubes of Mighty Putty. You'll include four? Whoa! But wait..SIX!

5) Larissa - 01/16/2008
http://www.youngfreealberta.com
Wow! Thanks for the great comments, you guys!

I had no idea that infomercial products were so popular (Dr. Ho's electro-therapy device??). I think my mum ordered a shower-head off the Shopping Channel once, but that's pretty much been the extent of it in my family!

And Doug – I completely agree. There's something about the intensity of 'ultra infomercials' that captivate a TV audience.

Even when they're pushing conspiracy theories (Major Companies have been selling us a brush they CALL a toothbrush!).

6) Cher - 01/17/2008
The best thing I ever bought from the Shopping Channel was a two deck VCR. Cut my dubbing costs down to zip.

I keep a list of all the things I want in the back of my diary. Most things I find eventually at Value Village anyway.

7) Alejandro - 01/19/2008
I still would SO buy the Magic Bullet, it has been my secret (and not so secret too) dream from the first time I saw that infomercial. I mean, it made my saturday mornings more entertaining. Also, those knifes that cut through pennies....heaven.

8) Rebecca - 01/23/2008
hahaha I love how that video says the Easy Toothbrush allows you to clean easily and "without hurting yourself". Who knew brushing could be so risky!

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