Modern advertising relies on the consumer for the cheapest and most efficient form of advertising. By posting commercials on digital public forums, like YouTube, companies are able to reach the broadest market available. This era of advertising is described by Simons and Jones as hypercommunication (p. 420) and it takes advantage of customers’ constant contact with the internet.
Just because an ad is playing in front of an audience does not mean that they audience is attending to the message being presented. Performance, balance, vitality, and fashion are the first utterances of the commercial. “Different words have different breadths of meaning, and these differences can be exploited for persuasive purposes” (Marlin Chapter 3). The use of these words immediately grabs the attention of a wide demographic of people and secures the attention of the audience.
This ad is using the methods of a pseudo non-ad by “attempting to downplay or conceal that it is an advertisement by mimicking the codes and conventions associated with non-advertising” (Simons & Jones p. 424). The first “interviewee” exclaims, “You can tell the difference. It’s not a theory. You can feel it!” This man as well as the claims he makes is used as a credible source to the science behind the Q2. The next man states, “I wear it 24/7. I recommend it to everyone!” This leads the audience to think that the product is something worthy of constant wear and by wearing the bracelet you will have something that other’s should be envious of.
“Whatever it does, it works for me”, another “regular guy” states. Leaving the audience to pondering over what the Q2 bracelet does and how it works. The most important concern of advertisers is how to impart credibility (Marlin Chapter 3). The ad immediately transitions to establishing credibility by using “scientific studies” (Simons & Jones p. 431). Saying it is “like acupuncture, yoga, and thai chi”, all things with which the average person is familiar and associates with healthy living and Asian origins. The bracelet is “based on traditional oriental medicine” just as the audience thought. By describing the Q2 bracelet as “oriental” it connects the bracelet with exotic origins. Playing on the intrigue of the audience.
We also see several successful athletes endorsing and wearing them as they are achieving success. This creates the feeling that the audience too can reach new heights if they wear the Q2 by Q-Ray. We can assume through Simons & Jones explanation of product endorsement that the athletes who claim to use the Q2 1) were given the product for free and 2) only used the product only for endorsement purposes (p. 432). The ad claims that you will find top athletes in every sport who are wearing the Q2 bracelet. This creates the false analogy explained by Marlin in which similarity is found between two different events, the wearing of the Q2 bracelet and winning (Chapter 3).In all actuality, you would probably never see this product in use in any other place than this commercial. In the example of Sanya Richards, the bracelet she is wearing when she gives the peace sign to the camera does not resemble the Q2 bracelet and would most likely hurt your wrist if used while running.
The ad also uses visual misdirection (Simons & Jones p. 433) with the image of the body “achieving the state of chi” through “balance of negative and positive energy forces”. Even though there is a disclaimer on the bottom of the screen, the audience still believes that they can gain a physical benefit through the use of this product.
The advertisement also utilizes language manipulation to advance its claims through deleted agent of the passive (Marlin Chapter 3). “It does work.” Can be rephrased to “It works for me” in order to make an accurate statement. This is seen again in the final and most ambiguous clip of a jovial woman exclaiming “It worked.” Yet the scene lacks any context whatsoever. You don’t even see if she’s wearing the Q2. You only can assume something worked somewhere. Was it a highlighter or her husband’s heart transplant? We will never know.
The most memorable line summarizes the benefits and legitimizes its purchase by saying “Its risk free, it looks great, the ladies love it. What have you got to lose?” This creates a sense of a winning situation for every man who was on the fence about this product. It once again creates a sense that others will find you more appealing for using the product. You can have all the benefits at no risk, or so it claims.
This ad employs many different aspect of persuasion and propaganda to try to sell the Q2 bracelet under the idea that it will bring real advantages to anyone’s life. The problem is that it is clearly an infomercial and the public has seen them time and time again. Most have hopefully become wise enough not to fall prey to such concepts, but the fact that this method of obtaining clients was applied to the Q2 means that someone felt like it was still an effective selling tactic. Yet, at the time of this post, the view count was only a little over 11,000 views since 2008. Not a very impressive amount for something intended for selling purposes. More interestingly, this ad was found on a top-10 website naming it the #2 most persuasive ad of all time. This begs the question, was the original list intended merely for selling purposes?