他们那个大会时按照商品营销策略设计的，我没看录像，时间太长。这里有一篇报导，我认为分析这个大会设计应该还是有参考价值的： https://www.politico.com/news/magazine/2020/08/20/democratic-national-convention-infomercial-399419 The video laid out five key elements of every Ronco ad: the problem; the
product that solves the problem; the urgent deal; the surprise (“But
wait, there’s more!”); and the trusted salesperson. Take the vintage infomercial
for the Ronco Electric Food Dehydrator and Beef Jerky Machine. There
was the problem (too many additives and preservatives in food; also,
beef jerky is expensive). The solution (now, you can make beef jerky
yourself—for around $3 a pound!). The urgent deal (“This $130 value for
only two easy payments of $19.99!”). The surprise (promise to tell a
friend and you get the new Dial-o-Matic Food Slicer, absolutely free!). The fifth element was Ronco founder Ron Popeil, inventor of the
dehydrator and other fantastic gadgets—and, as he described it, his own
most eager customer. He had a tinkerer’s enthusiasm and common-man
touch; the dehydrator infomercial starts with a brief interlude about
the bald spot on the back of his head, followed by a demonstration of
the spray-paint-for-hair consumer product that could hide it. He offered
testimonials, demonstrating that he used his products the same way his
customers would and for the same reasons. He sliced the vegetables
himself on TV. The Ronco formula, it turns out, maps fairly directly to the Democrats’
convention messaging. There’s the problem: Donald Trump, agent of chaos.
The product that solves the problem: Biden, a decent, caring guy. The
urgent deal, voiced most concisely by Michelle Obama, who implored
viewers to “Vote like your lives depend on it!” The surprise:
Heartwarming glimpses of Americana that you wouldn’t get from a generic
campaign backdrop, projected behind a podium. An American-flag dishtowel
in U.S. Representative Brendan Boyle’s kitchen. A wall of cut firewood
behind Senator Bernie Sanders. A Rhode Island chef in a mask, displaying
a plate of spicy calamari during the roll call vote. |
