Don’t be Shallow, there’s more to it then just looks!
As the previous post showed the importance of visual rhetoric in the Alltel ads, there are other facets which also play key roles in creating these ads. Generally, these facets are related to how the audience might respond to an ad. If an ad can get the audience to relate to the ad on any level, which includes music, catch phrases, or even humor, the audience is that much more likely to remember the ad and consequently purchase whatever it is you’re selling.
The Alltel ads incorporate many different things to capture the audience’s attention. They establish a subculture in their ads. For example, in the ad when they take Chad into the van, Chad brings up the game Dungeons and Dragons. Another ad is set in a food court.
Music is another way to attract the audience. The song that plays is “Come and Get Your Love,” which has a soothing sound and makes you feel like if you join this company, you’re be a part of something. The phrases that are said in the Alltel ads are also effective. The tone is the most important thing in these messages, because the tone creates sincerity. When the phrase is read, “America’s largest network puts you first with My Circle and Anytime Plan Changes,” and, “no matter how big or small, now there’s a circle that’s right for everyone” (Alltel Communications, LLC) the audience feels as if these people are genuine and sincere in there message.
Another method that is used to connect the audience is tropes, and in these specific commercials one of the tropes that is used is humor. The subtle humor that is used is also an effective way to engage the viewers of the ad. In looking at an Alltel commercial, the ad deliberately makes fun of the other brands, mostly by portraying the other company’s representatives as losers.
These aspects of the ad are creative methods in relating to the audience. Creativity of course, is essential in having effective ads, as Charles Marsh talks about in his article, Aristotelian Causal Analysis and Creativity in Copywriting, when he states that “ theorists and practioners alike maintain that creative advertising can bring competitive advantage to a product” (Marsh.)
Though there are many techniques in getting your audience engaged in your commercials and ads, it is still going to be to each person to somehow relate. I think Ogilvy described it best when he said, “I once heard Marvin Bower define marketing as objectivity. I cannot beat that.” (Ogivly)
