An advertisement that is Made of Shiny has decided that the product is so appealing that they don't need anything other than have it look good in the ad. There's almost no accompanying text, voice over or narration, no list of features to extol. You're just meant to gaze upon The Shiny and feel suffused with desire for it. Market research has shown that any shiny, gleaming product will be more attractive to consumers than a less shiny one (such as a matte or dull package or housing).
A surprising number of luxury car ads rely on Made of Shiny, as do most haute couture fashion, watch and perfume ads. Expensive technology items with gleaming metal cases may use this. Even though there's little or no text or narration, the logo or icon is prominent, unless the distinctive shape of the item or product is well-known to consumers.
This is common in short commercials and full-page print ads in glossy magazines. It takes advantage of the fact that mere exposure to a brand can make it familiar and therefore preferable.
While there may be little to no text or narration, for TV and online ads, there will be music to set the mood. For European luxury car ads, Classical Music. For big pickup trucks, Country Music or Blues Rock. For sports cars and Jeeps, rock music. For high tech items and fashions, pop.
There are a couple of things that are in fact Made of Shiny:
- The vampires from The Twilight Saga.
- The sparkly pager from Grey's Anatomy.
- The Chrome Champion, a Superhero made of metal.
- Those pretentious-looking office ball clicky things.
- Tin foil.
Contrast Design Student's Orgasm.
