Makinganadvertisementfortelevisionoftencostsmorethanamovie.Forexampleatwo-hourmoviecosts$6milliontomake.ATVcommercialcancostmorethan$600asecond. 54 Whichismorevaluabletheprogramorthead?Intermsofmoney---andmakingmoneyiswhattelevisionisallabout—thecommercialisbyfarthemostimportant.
Researchmarkettestingtalentandmoney—allcometogethertomakeuswanttobuyaproduct. 55 Thesalesofcharmwentuponcetheadsbegan.TVcommercialsactuallybuytheirwayintoourhead. 56
Andtheadsworkbecausesomuchtimeandattentionaregiventothem. 57 Ifyouwanttogetalower-middle-classbuyermakesuretheannouncerhasatoughmanlyvoice.Putsomepeopleintheadwhoworkwiththeirhands.Ifyouwanttoselltheproductstoanupper-classaudiencemakesurethatthehousethefurnitureandthehairstylesarethetypesthatthegroupagreewith.ifyouwantthebuyertofeelsuperiortothecharactersellingtheproductthenmakethatpersonsostupidorsillythateveryonewillfeelgreatabouthimselforherself.
Welaughatcommercials.Wedon’tthinkwepaymuchattentiontothem. 58 ThemakingofaTVcommercialthatcostssomuchmoneyisnotakidstuff.It’sabigbigbusiness.Andit’stellinguswhattothinkwhatweneedandwhattobuy.ToputitsimpletheTVcommercialisaformofbrainwashing.
A．Nomatterhowbadwethinkacommercialisitworks. |
B．Andthisdoesnotincludethecostofpayingforairtime. |
C．Weinreturnbuytheproduct. |
D．ThepurposeofalltheeffortsmadeinproducingTVcommercialsistoshowhowvaluabletheproductis. |
F.TVcommercialsareagoodguidetobuyers.
G.Butevidenceshowswearekiddingourselves.