Gimmick
Encyclopedia
In marketing language, a gimmick is a unique or quirky special feature that makes something "stand out" from its contemporaries. However, the special feature is typically thought to be of little relevance or use. Thus, a gimmick is a special feature for the sake of having a special feature. It began, however, as a slang term for something that a con artist or magician had his assistant manipulate to make appearances different from reality. Such things as the manipulating of a gaming wheel led to the idea of a "gimmick" being used.
In marketing
, product gimmicks are sometimes considered mere novelties
, and not really that relevant to the product's functioning, sometimes even earning negative connotations. However, some seemingly trivial gimmicks of the past have evolved into useful, permanent features. According to the OED, the word is first attested in 1926, defined in the Wise-Crack Dictionary by Main and Grant as "a device used for making a fair game crooked".
Finding a successful gimmick for an otherwise mundane product is often an important part of the marketing
process. For example, toothbrush
es are often given various gimmicks, such as bright colors, easy-grip handles, or color-changing bristles so they appear more exciting to consumer
s. This is often done when trying to appeal to child
ren or excitable adults, who often get more excited about the gimmick than the product. Electronic toys and hand-held devices are often appealing because of a gimmick that they offer.
Major product features which are poorly designed become known as gimmicks to the product users. Plastic
devices often suffer from weak structural components or fragile construction, leading to deforming and cracking of the over-strained and poorly engineered mechanisms. This leaves the owner with the basic functions of the item and the gimmick disabled or, in the case of very cheaply produced products, the gimmick broken completely from the main body of the item.
In marketing
Marketing
Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments...
, product gimmicks are sometimes considered mere novelties
Novelties
A novelty item is a small manufactured adornment, especially a personal adornment.- Novelty item :This term covers a range of small manufactured goods, such as*antiques*collectables*chocolates*esoterica*executive toys*gadgets*tools and implements...
, and not really that relevant to the product's functioning, sometimes even earning negative connotations. However, some seemingly trivial gimmicks of the past have evolved into useful, permanent features. According to the OED, the word is first attested in 1926, defined in the Wise-Crack Dictionary by Main and Grant as "a device used for making a fair game crooked".
Finding a successful gimmick for an otherwise mundane product is often an important part of the marketing
Marketing
Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments...
process. For example, toothbrush
Toothbrush
The toothbrush is an oral hygiene instrument used to clean the teeth and gums that consists of a head of tightly clustered bristles mounted on a handle, which facilitates the cleansing of hard-to-reach areas of the mouth. Toothpaste, which often contains fluoride, is commonly used in conjunction...
es are often given various gimmicks, such as bright colors, easy-grip handles, or color-changing bristles so they appear more exciting to consumer
Consumer
Consumer is a broad label for any individuals or households that use goods generated within the economy. The concept of a consumer occurs in different contexts, so that the usage and significance of the term may vary.-Economics and marketing:...
s. This is often done when trying to appeal to child
Child
Biologically, a child is generally a human between the stages of birth and puberty. Some vernacular definitions of a child include the fetus, as being an unborn child. The legal definition of "child" generally refers to a minor, otherwise known as a person younger than the age of majority...
ren or excitable adults, who often get more excited about the gimmick than the product. Electronic toys and hand-held devices are often appealing because of a gimmick that they offer.
Major product features which are poorly designed become known as gimmicks to the product users. Plastic
Plastic
A plastic material is any of a wide range of synthetic or semi-synthetic organic solids used in the manufacture of industrial products. Plastics are typically polymers of high molecular mass, and may contain other substances to improve performance and/or reduce production costs...
devices often suffer from weak structural components or fragile construction, leading to deforming and cracking of the over-strained and poorly engineered mechanisms. This leaves the owner with the basic functions of the item and the gimmick disabled or, in the case of very cheaply produced products, the gimmick broken completely from the main body of the item.
Examples of well known gimmicks
- Angus YoungAngus YoungAngus McKinnon Young is a Scottish-born Australian musician, and the lead guitarist, songwriter, and co-founder of the rock and roll band AC/DC. He was inducted into the Rock and Roll Hall of Fame along with other members of AC/DC in 2003 and is known for his energetic performances,...
, the guitarist of rock band AC/DCAC/DCAC/DC are an Australian rock band, formed in 1973 by brothers Malcolm and Angus Young. Commonly classified as hard rock, they are considered pioneers of heavy metal, though they themselves have always classified their music as simply "rock and roll"...
, wears a school uniformSchool uniformA school uniform is an outfit—a set of standardized clothes—worn primarily for an educational institution. They are common in primary and secondary schools in various countries . When used, they form the basis of a school's dress code.Traditionally school uniforms have been largely subdued and...
on stage as a gimmick. When the band just started, the members told the press Young was 14 years old (while he was 18) to create a foundation for the gimmick. - Rapper 50 Cent50 CentCurtis James Jackson III , better known by his stage name 50 Cent, is an American rapper, entrepreneur, investor, record producer, and actor. He rose to fame with the release of his albums Get Rich or Die Tryin and The Massacre . Get Rich or Die Tryin has been certified eight times platinum by...
often wears a bulletproof vest as a gimmick. - Freddie MercuryFreddie MercuryFreddie Mercury was a British musician, singer and songwriter, best known as the lead vocalist of the rock band Queen. As a performer, he was known for his flamboyant stage persona and powerful vocals over a four-octave range...
was known for performing with a bottomless microphone stand, after the bottom broke off in a show. When asked why, he famously replied "Everyone has to have a gimmick, dear." - A lot of aspects of professional wrestlingProfessional wrestlingProfessional wrestling is a mode of spectacle, combining athletics and theatrical performance.Roland Barthes, "The World of Wrestling", Mythologies, 1957 It takes the form of events, held by touring companies, which mimic a title match combat sport...
are gimmicks, such as outfits and names of wrestlers. - Electronic producer deadmau5Deadmau5Joel Thomas Zimmerman , better known by his stage name deadmau5 , is a Canadian progressive, electro, and house producer based in Toronto...
is well known for wearing a large mouse head during live shows.