http://www.youtube.com/watch?v=KgFw7o5hQtc
The AT&T “Milky Minutes” commercial uses humor to portray the wasteful lifestyle of our modern American society. The topic is extremely relatable because cell phones are so prominent and therefore the audience is easy to speak to. The targeted consumers are all cell phone users, but especially those paying the bills. The idea of rollover minutes appeals to viewers because it targets a few of Fowles’ 15 basic appeals. The need for affiliation is highlighted because everyone heavily relies on cell phones as a main method of contact. Especially in today’s economy, throwing away unused cell phone minutes is considered uneconomical. Both the need for guidance and need to feel safe are also highlighted appeals because the advertisement offers a sense of protection from wasting money on inefficient phone plans. The bottom line is by switching to an AT&T Rollover plan, you and your minutes are protected so that you utilize every cent you spend.
The idea of rollover minutes is stressed with the intent to make the viewers believe AT&T is offering the best deal that only the smartest, and most money savvy, have rollover. This commercial stands out in our minds through use of differentiation, humor, and stating an advantage over other companies. Although Williams’ ideas are not evidently seen in the commercial, psychology is used against us to purchase the rollover.
-Tamara Kozyckyj
11 comments:
Good ad and a lot of information related to fowler. To ad to the post maybe you could have discussed Williams a little, perhaps you could have found a more abstract link, like society is being pushed to save money on something as useless as cell phone minutes, or how this produces a biased plan since you dont really know how much you benefit from saving these minutes compared to other cell plans. Overall though i think the post was very insightful.
Jake Lichter
Personally, this ad is one of my favorites mostly because the use of humor. As you stated, the humor used in this advertisement really intrigues the viewer, and as a result is very memorable. This ad also presents a "feel good" feeling by saving money, something extremely important with the economy these days. I agree that this commercial is definately effective and really stands out from the others.
Emily Andrae
This was a solid post and used one ad that i feel is overplayed. I mean they've had like three of them now and its just getting old. This was a solid post and definately did a good job talking about the Fowles approach, while lacking a little on the Williams end. It may not have been the best ad to illustrate some of Williams points, even though it does push several capitalist ideals (saving money, frugality, and the all important bottom line), that Williams spoke out against, other then that theres not a whole lot, and actually the mother seems quite manic, which kind of steers me away from AT&T, which is really the opposite of what Williams preaches.
-Andy Soukup
What's interesting about this ad is the fact that it actually gives the viewer a reason to get an AT&T plan. It uses humor to show that AT&T lets you keep your left over minutes where other companies like the Mom's Sister who loses her minutes. It doesn't seem to blatantly use any of Fowles needs.
Antonio Rengel
I agree with this post and the comments along with it. This is a very entertaining commercial that sticks with the viewer, while showing a reason to switch to AT&T
Dan Schneeberg
I agree with a lot of the points made about this ad, good job of highlighting a lot of Fowles ideas that tie in to this ad. The commericial tries to show that AT&T is the company to choose for cell phone plans because of their roll over minutes feature which would save the customer money. Williams' points could be tied in to this saving money aspect but otherwise his points are hard to capture through this commercial.
Kevin Nieuwenhuis
I think the advertisements for roll over minutes are very intelligent because the majority of people have a cell phones and AT&T is able to capture the attention of every cell phone user that views the commercial. There are many ways that Fowles' 15 Basic Appeals can be seen in the advertisement, which I feel was shown very nicely by Tamara, but I also think Williams' views can be seen. Cell phones are not a necessity, but our society has made them one and this advertisement further pushes the technology by telling you to save money on a product that is a luxury not an item that is needed for every day life. I just feel Williams would find it an even greater way to push materialism in our society because when you look at the rollover minutes you are also opening yourself to new and expensive phones.
-Jessica Karls
This is a very effective commercial. Today people all over are looking for ways to save money and if you could use "rollover minutes" then you would probably be saving some money; therefore, many people would think that AT&T is the best phone company. This commercial also uses humor which would make more people pay attention longer.
Taylor Mack
Yeah, I think Williams would have thought it was ridiculous that ads even exist that are trying to sell "minutes" on cell-phone plans. Advertising has gone a lot farther than promoting a new kind of tea. In viewing this ad, and hearing "minutes" spoken of as if they were some kind of tangible thing, one has to wonder: has time itself gone commercial?
~Monica Schultz
This was a very intereting ad. It did give the viewer of safety by knwoing especially for parents that their teenage daughter would have less of a chance to put the family into debt with the phone bill with the role over minutes. I think it appealed to the younger generations with the humor while offering good information as well. I think Williams would not have had a huge problem with this ad.
Joshua Torres
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