Compare and contrast:
When a product (or service) is first-in-market, the advertising is more infomercial than commercial. There is more education or informing involved than selling. Or put another way, the features sell the product. Lots of facts. Lots of matter-of-fact benefits.
When a market segment is commoditised, as in TVs, there is no point reiterating features that every other competitor can also lay claim to. And so advertising becomes more an emotive experience. With no facts; not even explicit statements of benefits.
What's the next step I wonder? Hyper-targeted messages? TVs with very specific features or services targeted at people with specific interests and lifestyles?
This is another angle on what I wrote about recently: Audiences with Different Levels of Knowledge.