Before we examine any video I just wanted to point out the sequence which is very easy to spot when the viewer is actually trying to see the truth, and looks analytically at the presented scene. The pattern is that sellers usually use two similar tactics, one is: Making the information seem obvious, like every knows that (what-ever it might be). And the second one actually can be put as, presenting behest information, what I mean is: generalizing to a stereotypical form where it might sound like: all kids or all Americans do that or enjoy doing that, that’s what people want… and so on. So if you don’t do that it makes you feel like you stand out of the entire norm!
One of the most classic video commercials would defiantly be the first McDonalds advertisement, with our good ‘ol pal Ronald McDonald Clown. And to point out the silliness most people at that time actually fell for those unprofessional but eye catching adds, and one of the reasons for that is that the video commercial was creative positive and had humor side to it, just like many other commercials that were and are being produced.
The first approach in this video, that is being used to grab the viewer, just like I said previously in my introductory statement, is with one sided or not proven information. The very first words that are being said with sarcasm but stay in the accumulators head sound like this:
“Introducing the world’s newest, silliest and hamburger eatingest clown Ronald McDonald!”
The world’s newest and silliest clown is a false statement. He might be the most hamburger eatingest but that phrase is grammatically incorrect and leaves a sarcastic impression so it is not taken seriously but sure hangs in the brain creating a positive feeling effect about the whole word structure.
In the next scene we see Ronald and what is fishy about this line is that it’s pointed to the kids. And it sounds like this:
“Here I am kids! Isn’t watching TV fun especially when you got delicious McDonalds hamburgers!”
So we see that his attention is pointed to the kids with a statement of of something obious like “watching TV is fun” and adding a bait to it “especially when you got delicious McDonalds hamburgers”. So now he leaves another impression of eating McDonalds food in front of TV. Well we know what it does to people now! And those are just few lines of the add. But most important ones. Because the rest is a puffy filler witch is sarcasm and praises like: “I like doing everything kids like to do”, and that is to break the ice between him and kids.
But why is he going for the kids?
The answer is pretty simple: because those “kids” are buying the product right now. Yes they are in their thirty’s or even forty’s but still are hooked on it. Since the analytical mind want judging when they were 12, and so now the brain is so use to McDonalds being something funny (clown) and trustworthy that they don’t even realize that they are hooked on it!
And McDonalds is one of many examples of planting for the future – grabbing the kids, because when kids get money and grow up businesses like that have a generation of loyal consumers!
Video:
By: Timofey Grebenyuk
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