As satellite TV channels pop up everywhere, is the infomercial the new face of retail?
By Ethar El-Katatney Call us now at 0800-900-700 and for a very limited time you can get this set of 100 magical knives for LE 299, which cut through wood, iron and vegetables! And if you call today, we ll throw in an extra 20 magical spoons for free. Who hasn t, at one time or another, watched one of these ads or even bought one of the products? Infomercials, a cross between information and commercial, first appeared in the mid-1980s in the United States to pitch products from cooking utensils and home appliances to exercise equipment and cosmetics. In its short form, an infomercial run two minutes, about two to four times longer than a regular TV commercial. The long version runs about 28 minutes and typically involves a demonstration of the merchandise, usually a more complex product retailing for more than LE 500. As the demonstrator explains how the product will change your life, she urges you to run to the phone: It s only offered for a limited time, of course, so hurry while sup
