What is an infomercial?

One dictionary defines an infomercial as “A relatively long commercial in the format of a television program” or “A television commercial presented in the form of a short documentary”. An infomercial is essentially an advertisement without all the razzle-dazzle.

In the shorter version of the infomercial, the manufacturer may outline the product benefits with a short demonstration squeezed in (if relevant). For longer duration, the bulk of the time is allocated to a complete demonstration of the product, its advantages and testimonials.

Surprisingly, despite the lack of the glamour and surface gloss that is usually found in traditional commercials, infomercials have a good success rate. Infomercials tap into the emotional side of viewers. Infomercials are usually direct, use simple language to explain the features and benefits, and place the product in the real world context. Viewers find them (or the scenarios) believable and are more likely to consider buying the product advertised. Demonstrations work especially well here because the viewer can visualize themselves in place of the models and identify with them. The demos support the solution to a common problem concept.

Infomercials work at a near-personal level, often with the host speaking straight to the camera for minutes at a time. This works subconsciously on the viewer's mind and the apparent personal attention paid by the host creates a favorable impression. Curiosity is whetted and they are compelled to call for more information, or even better, to place a purchase order .