'Volt'

‘Volt’ is a Belgian television programme on national television which is presented by Kobe Ilsen and Martine Tanghe. Each week Kobe chooses a random television commercial to test whether this advertisement lives up to the expectations it creates. This way he helps consumers to make a difference between false and true information. The presenter repeats the whole commercial to the letter assisted by scientists, professors, test subjects (the consumers themselves),…. The conclusion, after watching some tests, is that there are a lot of statements that have nothing to do with the product/service and just play with the emotions of the consumers, hoping that people will use it faster. The ‘Duracell’ commercial is one example of an ad which was tested and where the result was negative.

Lynn De Winter