DLSC ENGLISH 2 - INFOMERCIAL

Sears Kenmore Central Air Conditioning - Commercial (1990s)

http://www.youtube.com/watch?v=nsEQEPUJP8M

1. Attention

a. Short drama intro of couple experiencing uncomfortable high temperatures in their home
- Grabs attention of viewers because of story/intrigue/familiarity

2. Need

a. Drama shows uncomfortable high temperature environment due to lack of air-conditioning
- Familiar to anyone who has experienced high temperatures

b. Limited opportunity to benefit from bargain air-conditioning offer--0% finance charge up to August, offer ends May 31 (1990)
- Triggers natural opportunity-seeking stimuli of humans
- Illusion of getting product for free

c. Sears Kenmore Central Air Conditioning is claimed to save up to 44% cooling costs
- Triggers natural opportunity-seeking stimuli of humans
- Effective money-saving products are usually attractive because it can make people think of the other things they can spend their money on


d. Sears Kenmore Central Air Conditioning has 5 year warranty with "satisfaction guarantee"
- Triggers natural opportunity-seeking stimuli of humans
- Implies the Sears cares for their customers; most people like being cared for/pampered

3. Satisfy

a. In ending drama couple enjoys comfortable cool temperatures due to high temperature suppression of air-conditioning
- People like comfort and the ending drama shows what they could experience if they avail of the product - comfortably cool temperatures in hot environments

b. Free home estimate of Sears Kenmore Central Air Conditioning offered as invitation
- Triggers natural opportunity-seeking stimuli of humans
- Illusion of getting product for free

c. Sears Kenmore Central Air Conditioning is claimed to save up to 44% cooling costs
- Triggers natural opportunity-seeking stimuli of humans
- Effective money-saving products are usually attractive because it can make people think of the other things they can spend their money on


d. Sears Kenmore Central Air Conditioning has 5 year warranty with "satisfaction guarantee"
- Triggers natural opportunity-seeking stimuli of humans
- Implies the Sears cares for their customers; most people like being cared for/pampered


4. Visualization

a. Short drama intro of couple experiencing uncomfortable high temperatures in their home
- Grabs attention of viewers because of story/intrigue/familiarity

b. Sears Kenmore Central Air Conditioning is claimed to save up to 44% cooling costs
- Triggers natural opportunity-seeking stimuli of humans
- Effective money-saving products are usually attractive because it can make people think of the other things they can spend their money on

c. In ending drama couple enjoys comfortable cool temperatures due to high temperature suppression of air-conditioning
- People like comfort and the ending drama shows what they could experience if they avail of the product - comfortably cool temperatures in hot environments

5. Action
a. Narrator instructs viewers to call 1-800-382-9400 to avail of Sears Kenmore Central Air Conditioning
-The viewers should satisfy their need for comfort by calling the number and availing of the product