infomercial
C1Informal, Business, Media
Definition
Meaning
A long television advertisement that is presented in the style of an informative documentary or talk show, with the primary purpose of promoting and selling a product or service.
In extended use, any promotional material (e.g., online video, podcast) that mimics the format of impartial, educational content while serving a commercial agenda. Often connotes a persuasive or manipulative intent masked as information.
Linguistics
Semantic Notes
The word is a blend of 'information' and 'commercial'. It inherently carries a connotation of extended length (typically 30 minutes) and the blending of commercial and entertainment/informative content. It often implies that the persuasive intent may not be immediately obvious to the viewer.
Dialectal Variation
British vs American Usage
Differences
The term is used in both varieties, but the phenomenon originated in and is more culturally embedded in the US. The format is perhaps slightly more associated with late-night/early-morning US television.
Connotations
Identical connotations in both: a mix of information and sales pitch, sometimes seen as tacky, manipulative, or associated with 'get-rich-quick' schemes and niche products. In the UK, it might also be described as a 'teleshopping' programme, though 'teleshopping' is more generic.
Frequency
More frequent in American English, but fully understood and used in British English in relevant contexts (media, marketing).
Vocabulary
Collocations
Grammar
Valency Patterns
[verb] + infomercial (watch, produce, air)[adjective] + infomercial (lengthy, persuasive, fake)infomercial + [preposition] + [noun] (infomercial for a kitchen gadget)Vocabulary
Synonyms
Strong
Neutral
Weak
Vocabulary
Antonyms
Phrases
Idioms & Phrases
- “nothing sells like an infomercial”
- “to have an infomercial personality (overly enthusiastic, salesy)”
Usage
Context Usage
Business
Common in marketing and media planning discussions to describe a specific, long-format ad buy and its ROI.
Academic
Used in media studies, communication, and cultural criticism to analyse the blurring line between content and advertising.
Everyday
Used casually to describe a long, persuasive TV ad, often with a hint of mockery ('I couldn't sleep and ended up watching an infomercial for a miracle sponge').
Technical
Used in broadcasting and advertising with precise criteria regarding length, call-to-action mechanisms, and FCC/FTC disclosure regulations.
Examples
By Part of Speech
verb
British English
- The company decided to infomercialise their new fitness product, producing a half-hour show.
American English
- They're planning to infomercial the cookware set across several cable networks.
adverb
British English
- The presenter spoke infomercially, with exaggerated excitement about the cleaning results.
American English
- The segment was shot infomercial-style, with 'real people' testimonials.
adjective
British English
- He had a very infomercial-like enthusiasm when demonstrating the product.
American English
- The video's infomercial style made its claims seem dubious.
Examples
By CEFR Level
- The TV showed a long infomercial about a new pan.
- I saw an infomercial last night that claimed this gadget could chop vegetables in seconds.
- Many infomercials use fake demonstrations and paid actors to make their products seem miraculous.
- Critics argue that the infomercial format cynically exploits viewers' trust by masquerading as impartial consumer advice.
Learning
Memory Aids
Mnemonic
INFOrmation + commERCIAL = INFOMERCIAL. Think of it as an information session that's really a commercial.
Conceptual Metaphor
A WOLF IN SHEEP'S CLOTHING (information disguising sales), A TROJAN HORSE (entertainment/content delivering a sales pitch).
Watch out
Common Pitfalls
Translation Traps (for Russian speakers)
- Avoid calquing as 'инфомерша' or 'инфомерка'. The established Russian term is 'рекламная передача' or 'телемагазин' for the shopping channel aspect, but 'инфомершиал' is a known borrowing in media circles.
Common Mistakes
- Misspelling as 'informercial' (adding an 'n') is extremely common, even among native speakers.
- Confusing with a 'commercial break' (short ads) or a 'documentary' (non-commercial).
Practice
Quiz
What is the primary defining characteristic of an infomercial?
FAQ
Frequently Asked Questions
No, it is an informal, industry-originated term. In formal writing, alternatives like 'long-form television advertisement' or 'program-length commercial' might be preferred.
An infomercial is a specific, long-form advertisement structured like a show. Teleshopping is a broader term for channels or programmes dedicated to selling products, which may include back-to-back infomercials or live-hosted sales.
Yes, by extension. If a YouTube video or social media ad mimics the style, length, and hard-sell approach of a TV infomercial, it is often described as such (e.g., 'a viral infomercial-style ad').
They frequently employ exaggerated demonstrations, overly enthusiastic hosts, staged 'testimonials,' and dramatic 'before and after' contrasts. This style, aimed at high emotional impact and immediate sales, can come across as insincere or low-quality to critical viewers.