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Advertising Analysis Essay

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Advertising Analysis


This paper will analyze an ATT commercial according to audience, purpose, context, ethics, and stance. The focus will emphasize the audience which the aid is trying to reach and how they do so.

The commercial begins with Latino rap music playing in the background, as a man drives up in a 62 chevy low rider convertible. This car is the paramount of ghetto style enhancement. As he pulls up it is impossible not to notice his car’s insanely high-powered hydraulics. This car is classic and one can tell its worth by it expensive paint job alone. The driver is dressed in an aristocratic ghetto style which includes and expensive watch and better than average clothing. A goatee adds to this style of appearance. The driver asks a group of four young people if they are using the phone that one of them is leaning against. One of the shocked juveniles responds that he isn’t using the phone. The driver says,”The great thing about 1-800 call ATT is the rates don’t bounce up and down”.The driver then tries to hop out of the insanely rocking car but trips and lands on his face in the street. He dials 1-800 call ATT and shakes out his hand as the sound effects of a cracking whip coincides. He then says,”smooth” to himself as if to affirm his coolness. One of the young ladies by the phone flashes him a questioning look. When the line picks up he states,”Sweetie, I need a ride”. The camera pans to his car that is bouncing down the street setting off car alarms. He then pounds his chest twice and holds out his fist, a ghetto gesture, again trying to reaffirm his coolness.

The makers of this commercial intended the audience to be teenagers and young adults. The values used were sex appeal (of one of the...


... middle of paper ...


...y they did this was by using hyperbole to such a point so as to make something stylish appear ludicrously funny. The repeated exposures to the service throughout the commercial also aids in selling the service. The time slot and channel for this commercial was also strategically planned so as to get the maximum exposure to the intended audience. There was no attempt to hide the blatant advertising. This was clearly meant to be seen as a commercial. However, the ethics were a bit on the shady side so as to make the deal seem better than it really was. The small print of the details makes it appear as though the company is trying to hide the truth and is shown only because it is mandatory. The rhetoric of this commercial is in short stating this commercial is meant to sell a service to young people through a comedic commercial while hiding the negative ethics.


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