“It’s not complicated,” the catch phrase to many of these 30 seconds commercials of AT&T. It’s a short clip on innocent children saying their opinion on what’s better. But at the same time promoting the iPhone 5 on AT&T. Who doesn't love these commercials? They have little kids and their funny sense of humor on it. They are so adorable.
The form of persuasion for this video is pathos. It is pathos because it appeals to the emotions and sympathetic imagination. The marketers use children in this commercial so we would be able to relate to this. They use children instead of adults because children bring more attention to us with their creative minds they have. For example the man ask the children, what is better faster or slower? All the children respond faster, of course because that’s what they think at the age. AT&T is competing with other phone companies on who is faster and better, so they have the children to say it. Why children? Because they are cute, sweet and honest about things. Which makes us to easy to connect with them. A value assumption is that faster is better, but the reality assumptions is that faster is not always better.
In class we watch The Persuaders, which mentioned different ways marketers try to advertise their products. One way was to show images or videos that people want to see. They don’t show the product until the end because they want you to feel an emotion towards the images. Which is similar to this commercial because they don’t mention the product until the very end. In my opinion I think that AT&T is a super brand, as they say in The Persuaders, because they usually try to gain a spiritual control like it help family be connected. But in this video it makes itself look like a lower brand because usually lower brands say words like is brighter, faster, better. For example, the end it says, “ Faster is better,”
At the end of this video we will always remember that faster is better because of the children. Their sense of humor will reminds of the AT&T commercials. “Tape a cheetah to her back,” says the kid in the gray. [:
Hmmm Yes, I agree the use of children and their cuteness, sweetness, and honesty is effective in making the commercial more appealing to us. It's a reality assumption that little kids are honest because naturally, they are innocent, since most likely, they haven't been corrupted by the evil things of society. You can also say the commercial used the technique of wit and humor, since you said the children had a sense of humor, such as when the boy said "Tape a cheetah to her back."
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