franka (04/19/83)
#R:ogcvax:-29100:tekcad:7600012:000:1273
tekcad!franka Apr 19 08:20:00 1983
Sorry, Dave, but chances are you really ARE seeing "hidden camera"
type commercials. Several studies have shown that when people think they
are being televised and have a chance at being on TV they say what they
think the people giving the test want them to say. The companies help re-
inforce this by showing the ones that look the most polished and who say
the nicest things about the product. The company may tape for two or three
days to get a choice of forty or fifty different people. It is still a lot
cheaper than screening actors, setting up a shooting site, making fifty
takes of the same jerk, and coming out with an unbelievable commecial. Let's
face it, will Pepsi run a "Pepsi challenge" commercial where the drinker
spits out the Pepsi and says it tastes like bat's piss? Will it run one where
the taster is lukewarm in his adulation of this nectar of the Gods? No, it's
going to show the one where the drinker is surprised and absolutely delighted
by the drink and if the guy taking the test WANTS to be on TV, he is going to
praise this product to the high heavens.
I know, because I have a sister in advertising,
Frank Adrian
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