Like most "feel good" advertising I had absolutely no idea what the commercial was promoting. I do know that the cute song and pleasant images showed globalization and positive feelingings. It was optimistic and upbeat and the creative use of slinkies was fun, carefree and reminiscent of childhood memories so overall it did leave me optimisitc.
I do not watch television and so therefore an unimpacted by other ads for this company and I generally do not listen to much that would have given me exposure to this company. I am, unfortunately, often out of the loop on current events. I can therefore claim blissful ignorance.
The deconstruction provided insight into another trojan horse being sold to consumers. With each merger and acquisition in telecommunications it seems like pocket books get bigger and services get smaller. The recent changes in Frontier directly impacted tens of thousands in WV and resulted in poorer service and inferior quality. The companies believe that they need to tell us that they are better for us, because if left to our own devices we would determine otherwise.
Various cell phone advertising often leaves me cold. I learned long ago that what sounds too good to be true, often is and if it is not, then I'm not getting the full picture. It is also well known that marketing is target towards particular demographics including where ads are shown, and at what time of day. This particular ad would not show up during reruns of Mama's Family or other predominantly ethnic shows. It also portrays a particular "tv family" demographic that is a particular demographic. It is all in the target marketing.
The deconstruction is basically fair and unreserved. However, I do believe that there is bias in the deconstruct in an attempt to show the bad in the commercial. Ms. Collins gives credence to immigrant stereotypes and that is almost as disturbing as the inclusion of the stereotypes. It would be equally as fair to say that middle income families do not have their priorities straight and are willing to sacrifice anything to have their cell phones. They are putting technology and convenience first.
Good point about the values of middle income families who would do anything to get better Internet and cell service! I don't watch much T.V either. Interestingly, the less you watch the more inane it becomes. I think I'll even stop watching American Idol this year. I want to start the "kill your T.V" protest movement again.
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