The power of advertising is often undervalued, with their ability to motivate and influence consumers into following their demands, advertisement are the key to everyday influential media.
They achieve this through following guidelines and implementing methods and practices into effectively persuading their viewers. An example of these advertisement types are infomercials. Designed to make their viewers feel comfortable and informed, infomercials boast a particular product and aim to sell it to their viewers.
An example of this media is the Suncorp Insurance Infomercial, portrayed on the Morning Show (Suncorp, 2015). This segment achieves this effective communication through a series of techniques. The first of these is the use of tone, where the formal yet casual tone makes viewers feel as if they’re in a meeting but are close friends where they feel comfortable with each other. This gives the viewers a sense of belonging and causes the interview to appear very welcoming.
The second communication technique which is implemented is the use of language. This is subtly influenced by a teleprompter, which although unacknowledged, guides the discussion throughout the interview and leaves the presenters only needing to worry about performing convincingly. This is enhanced through the sender. The presenter ‘Karen’ appears to be listening and comprehending the script of the guest, nodding and gesturing to continue the conversation. This, in turn, reinforces the professional yet casual tone which the infomercial aims to communicate.
This really is an amazing deal for the viewers!
The Morning Show presenter, Karen
Furthermore, the inclusion of Celebrity Craig Lowndes allows the segment to boost familiarity between the setting and the viewer. This, in addition to also promoting the idea of a famous identify supporting a brand, is intended to ensure reliability and authenticity in the eyes of the consumer.
In terms of overall communication in this advertisement, I believe it has effectively conveyed and influenced its viewers into believing they can rely on the product. Following the process of communication competence in Communication Skills for Business Professionals (2018), this piece of marketing media follows the sender, the receiver, the channel and the message, right through to the receiver, all the while effectively influencing its consumers into purchasing its product.
References
Cenere, P., Gill, R., Lawson, C. & Lewis, M. (2018). Communication skills for business professionals. Port Melbourne, Victoria: Cambridge University Press.
Suncorp. (2015, April 19). Suncorp Insurance brings TROV to the Morning Show [Video file]. Retrieved from https://www.youtube.com/watch?v=H_bDGEGL594
Communication for Businesses 