Infomercials
Infomercials are a distinct form of long-format television advertising, typically lasting around thirty minutes, that showcase products in a manner similar to talk shows or public service announcements. Their origins can be traced back to the 1950s with early pioneers like Ron Popeil and gained significant traction in the 1980s when regulatory changes allowed for more extensive advertising formats. The first full-length infomercial aired in 1984, promoting dietary supplements, and this format quickly became a popular alternative for television stations seeking to increase advertising revenue.
Infomercials often feature dramatic demonstrations of products, which can range from household tools to fitness and diet solutions, often promoting them as "miracle" items. A key characteristic is the inclusion of a paid audience that participates in demonstrations or engages in staged discussions, adding an element of credibility. While some products featured may be available in retail stores, many are exclusively purchasable through the advertisements' contact information.
The rise of infomercials has influenced public perceptions of advertising, blurring the lines between entertainment and factual information, particularly as they were often broadcast during times reserved for news programming. This convergence is reflective of the consumer culture of the 1980s, highlighting a growing obsession with materialism. Overall, infomercials have reshaped advertising practices and consumer engagement within the television landscape.
On this Page
Subject Terms
Infomercials
Television commercials that mimic the length and format of conventional programming
The emergence of infomercials in the 1980’s changed the face of television advertising and muddled distinctions between commercial and noncommercial programming.
The origins of the infomercial can be traced to the two-to-four-minute commercials of entrepreneur Ron Popeil that first aired in the 1950’s and similar “long-form” advertisements for the Ginsu Knife in the 1970’s. Federal restrictions upon the time that television stations could devote to advertising prohibited more extensive, program-length advertisements until 1984, when the administration of U.S. president Ronald Reagan relaxed these restrictions as part of a sweeping campaign to deregulate the broadcast industry. Later that year, the first full-length infomercial aired in the form of a sixty-minute advertisement for dietary supplements produced by the Herbalife company. Infomercials rapidly became popular as an alternative to conventional programming for broadcast and cable television stations seeking to boost advertising revenue in response to budget constraints, increased competition, and a growth in demand for twenty-four-hour programming.
Infomercials came over time to follow a standard format. They were typically thirty-minute broadcasts designed to mimic news programs, talk shows, or public service announcements. These programs, which usually aired late at night and at other times when airtime was inexpensive, showcased a specific product or group of products that was often demonstrated in a dramatic manner during the broadcast. Members of a paid “audience” frequently participated in these demonstrations or in staged question-and-answer sessions about the product. Products featured on infomercials included tools or appliances, cleaning supplies, and sources of information about personal fitness, wealth creation, or dieting. These items were often touted as “miracle” products, capable of dramatically improving the lives of consumers. Some products advertised on infomercials were available for purchase at conventional retail stores, but many could be purchased only through the contact information (usually a toll-free telephone number) provided during the broadcast.
Because the formats of infomercials often mimicked those of news and public affairs programming, and because the shows often aired at times previously reserved for such programming, many viewers mistook the claims of the advertisers as objective, factual information from authoritative sources. By the end of the 1980’s, however, infomercials had become a fixture of late-night television, as their profitability to both broadcasters and marketers increased.
Impact
The proliferation of infomercials in the 1980’s altered both the manner in which products were advertised and public perceptions of the relationships between advertising and other sources of information. The emergence of advertising presented as news coincided with an increased emphasis upon entertainment and sensationalism in television news broadcasts, rendering distinctions between fact and fiction difficult for many viewers to understand or maintain. Infomercials both influenced and were influenced by the national obsession with materialism and consumerism that characterized the 1980’s.
Bibliography
Harry, Lou, and Sam Stall. As Seen on TV: Fifty Amazing Products and the Commercials That Made Them Famous. Philadelphia: Quirk Books, 2002.
Head, Sidney W., et al. Broadcasting in America: A Survey of Electronic Media. 9th ed. Boston: Houghton Mifflin, 2001.