A New Way of Advertising

We live in a world that is run by computers. Everyone in this country comes across a computer at least once a day. So it shouldn’t be a surprise that the internet is fast becoming one of the most popular ways of communicating, advertising, and scamming other people. In order to reach more people and sell more products, businesses have taken to advertising on the internet. This is how website owners make their money, by selling advertising spots on their website. The more popular the website the higher the cost to advertise your product on it. With this in mind, You Tube has become a popular advertising tool because it costs nothing to upload a video on this site. Therefore some
companies have uploaded series of videos all about their product.

One such company is Blend Tec. Blend Tec has a series called “Will it Blend” on You Tube and also on its own website www.willitblend.com. The “will it blend” series tries to convinces its viewer that the Blend Tec blender is the best blender out there by using humor, style, tone, and many more tools of rhetoric.

On this website, Tom Dickson stars in the series “will it blend”. The site was founded in 2007 and is a link off of Blend Tec’s main website. This attracts people who are looking to buy a blender to this particular site. The potential buyer is then shown all the random things that a blend Tec blender can blend. This show how durable and reliable they are in hope that the viewer will then be sure of their decision to buy this particular blender.

Also included on this website, are videos of experiments that are actually meant for you to try at home. This gives the buyer something to try and see for themselves. There is also a link to the main BlendTec website in order to order your own blender.

The target audience for this site is a multi-layered audience. The goal is to get as many people as possible to view this website. The company hopes that those who view the website, will then tell other people about it. Then those people will view the site and tell their friends about it. The advantage of having a multi-layered audience is that although the person who originally viewed the site may not have purchased a blender, one of their friends may purchase one with their recommendation. So the target audience is any one who is willing to view the site and tell others about it. The cost of the blender may turn some away from buying one but people who are in a position to afford this blender can be reached through their friends and word of mouth of others.

Another way that the website reaches its audience is by using the communication sites. On the main page of this website, there is a button to add a video onto face book, twitter, or you tube. This makes it easy for other people to share these videos with their friends. This also helps them to accomplish their goal of having as many people as possible view their product.

The website holds your attention from the very start by using dry humor. Before every episode, Tom Dickson repeats the question “will it blend?” He then proceeds to blend an assortment of household items such as a coke can, an ipod, and some marbles. In one specific episode, Tom blends six Bic lighters. On the warning label, there is a statement telling you to keep the lighters away from children but it says nothing about blenders.


I believe that the company is effective at reaching their audience because this website is connected to the Blend Tec main website, where you will get your serious buyers, and it is also connected to the popular website You Tube, where you will get viewers who could potentially be buyers. You tube has a variety of different people on it at any one time. There will be those who will buy a blender just because of this series, there will also be those who consider buying one but will not because of the price, and then there will be people who don’t even consider buying one but will tell their friends and family about it. So in order to reach the maximum amount of those viewers, the company had to use a variety of different tool and appeals.

One of the main appeals that is used is humor. Tom Dickson uses dry humor by cracking jokes the entire time the blender is running. This appeals to the audience and captures and holds their attention the entire episode. For example, in the episode where Tom blends six Bic lighters, the camera switches between what is actually happening and a computer version of an atomic bomb exploding. This is humorous because the audience knows that the explosion really isn’t that big but you can imagine what is really going on. Humor works well in this situation because the viewer will just watch one episode and then will want to watch all of them just to see if there is anything this blender can not blend.

Another tool that is used is the font. Although many people do not even think of this as a tool, it is. The “Will it Blend” website uses big bubbly fonts to make the page more pleasing to the eye. If the entire page was filled with time New roman font and just listed out the items the blender could blend, then the company would probably lose a lot of its clientele because the site initially looked boring. Instead the company used bright colors, happy fonts, and short paragraphs to create the feeling of excitement about this blender and to make the site look less daunting to read. This tool works because from the very first glance of the website, the viewer is captivated and wants to learn more about the blender, so they start to click around on the site.

This website also uses the tool of Tone. During each episode Tom Dickson has an excited tone when he is speaking about the blender and what it can do. This keeps people watching the entire episode just to see if maybe this time the blender might not work. Tone is created by Tom’s word choice and by his slow speaking style. This keeps people interested in what he is going to say next. When people watch the entire episode, this helps the company to achieve their goal of selling more blenders because the viewer then will know of the power and quality of the blend Tec blender and will want to buy one.

Another way the tone is set is the music played before every episode. The music is upbeat and happy. It makes you excited to watch the upcoming movie. This sets a light tone to put people at ease.

This site is kairotic for its time because blenders are always useful. People will always want to buy a blender because they can be used for so many of your kitchen needs. Every newly married couple buys a blender. Anyone can run across this website off of youtube which is another big hit with people of all ages. This is a website that will attract all ages because of the amusing series of videos.

All in all, this website was created in order for Blend Tec to reach as many viewers as possible. I believe that goal is accomplished very well. I have already recommended this site to some of my friends. With the future of the world mostly relying on computers, advertising is going to become a whole new media on the world wide web. Pretty soon every business is going to have their own website, if they don’t already, in order to reach the maximum amount of people to view their products. As we will soon see, not having a website will soon become a rare thing as the world moves farther along in the age of technology.