Tuesday, October 27, 2009
AT&T Commercial Analysis
I thought the commercial did a good job in serving its primary goal of being a commercial and making people want to buy an AT&T phone with a GPS. It's very visual, with basically no dialogue and yet it was very clear from the imagery that the boy and girl were supposed to be Hansel and Gretal and that they were lost in New York. It shows that the the GPS could come in handy, and it has a nice happy ending. When looking at the commercial as closely as we did in class, you realize the story doesn't make a lot of sense (why didn't they use the phone right away? how did they get there?) but that's not the point. The point is "we've fooled you into watching our commercial by drawing you in with Hansel and Gretal, now our logo and phone are stuck in your head", and the logo at the end makes that perfectly clear.
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Although the point of the commercial was not to focus on the parts that don’t make sense, like why Hansel and Grettle were in the city setting and “how did they get there?” I believe that these questions cause the audience to be more intrigued by the commercial. They pose as the bait to draw in the audience to the commercial, which is a very effective marketing technique and is the main reason as to why the audience watches the commercial till the end in order to get to the point where the “logo and phone are stuck in (the audience’s) head(s)”.
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