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Article

Values in Infomercials and

Commercials: The Influence of
Format, Product Type and
Advertisement Approach
March 2003 · Journal of Current Issues and
Research in Advertising 25(1):13-24
DOI:10.1080/10641734.2003.10505138

Authors:

Amir Hetsroni Ph.D

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Citations (4) References (35)

Abstract

Through content analysis of infomercials

and commercials, this study examines the
influence of advertising format
(commercials vs. infomercials), advertising
approach (soft sell vs. hard sell) and
product category (fashion products vs.
electrical appliances) on the values that are
shown in advertisements. Five hundred
fifty-six infomercials and 861 commercials
broadcast in Israel in the late 1990s were
coded. Infomercials are much longer than
commercials, but they are less dense in
values, repeatedly mentioning few
functional qualities that are proximate to
values held by infomercial shoppers. With
regards to the distinction between hard sell
and soft sell commercials - hard sell
adverts share, to a lesser extent,
infomercials' tendency to emphasize
functional values, but like soft sell
commercials they are much more dense in
values than infomercials. The product
category also influences the representation
of values, as manifested in a greater
representation of hedonistic values in
fashion products and a greater
representation of functional values in
electrical appliances. However, the
influence of the product category is found
both in infomercials and commercials, and
it does not interact with the effect of the
format.

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Citations (4) References (35)

... In the mobile and social media

arena, marketers stress humorous
and involving appeals and in their
rush, something may have been
overlooked (Akpinar and Berger,
2017). Therefore, the guiding line of
inquiry here is: Resnik and Stern's
(1977) criteria for informational cues,
Hetsroni's (2003) hedonistic and
altruistic values and Kelly and
Solomon's (1975) humor types, to
an analysis of shoppable videos on
MikMaka company that led the
revolutionary pivot to mobile video,
producing 30-second shoppable
videos, known as minimercials, for a
direct to consumer shopping app
(Brandchannel 2017;Crook
2015;Holmes 2016). Ultimately, this
will answer five specific research
questions: Digital marketing's future
obsession promotes a climate of
constant disruption and
discontinuous change with never-
ending technology-driven
'revolutions' that are ambivalent and
dismissive of past retail formats,
concepts and knowledge. ...

... In contrast to the cheap blocks of

air time and real-time evaluation of
infomercials, the placement of
mobile shoppable video is highly
targeted as 'hyper-contextual
Informational cues in an infomercial
context feature objectivity, outline
the product's utilitarian benefits and
provide a 'reason-why' to buy
(Okazaki, Mueller, and Taylor
2010;Yoo and MacInnis 2005). The
objective stimuli of a hard sell
(Weinberger and Spotts 1989a)
match an infomercial's problem-
solution format of giving 'just the
facts' (Hetsroni 2003) . These 'go-
no-go' decisions demand delivery of
several informational cues together
(Stern and Resnik 1991), while
immediate purchases that warrant
direct approaches using functional
values (Hetsroni and Asya 2002)
generate quick and measurable
consumer responses (Bush and
Bush 1990). ...

... Given mobile video's increasing

sophistication, emotional appeals
'noninformational' treatment under
Resnik and Stern, their powerful
individual and combined impact with
informational appeals and calls to
explore new cues (Abernethy and
Franke 1996), this study seeks to
find what types and how many of
Hetsroni's (2003) hedonistic and
altruistic values MikMak's
minimercials feature. ...

Looking backwards to move forwards:

assessing the inform… shoppable video
shoppable video
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