The video that I found is called "You Will" and it was created in 1993. In these four videos it starts with have you ever and ends with you will. After Tom Siracusa asks “have you ever” he goes on to say things that you are going to be able to do in the future. The video campaign shows images of people doing what Tom is talking about. It makes it look like technology is going to transform and that it was starting to transform then, at that point in time. The imaging is very good for it being back in 1993 where technology had just started to take off. The images shown are very detailed when they come onto the screen. It looks like the technology has already come out.
In the video every image of someone using technology catches my attention. The maker did a good job just trying to create an atmosphere where it actually looks like the future is falling upon us when I watch it. The ad is very well organized. They start the same way and end with saying how AT&T will basically provide for the future.
In the “you will” ads the creator attracts the audience by showing things that are going to happen in the future. Everyone loves hearing about the future and people love seeing what’s going to happen next. This also is a video so the campaign always to actually show what could possibly be in the future; therefore it shows the fact that what AT&T has to say is realistic. The whole point of this video is to show the world what AT&T has to offer and basically to stick with them throughout the next years. Even that will capture an audience, but the visuals used completely add to the campaigns.
Throughout this video ethos, logos and pathos are most definitely shown. This video is showing that people should stick with AT&T while they figure out how to bring the future to the present. It’s logical to choose AT&T because they have the big ideas that may change people’s lives in the near future. Also, the ethos part of this ad would have to be the fact that the creators made it look so real. This ad shares to stand behind AT&T because they know basically what they are doing and have big plans for the future and for the company. Therefore, with the video the company shows that they will be around for all of the new innovations of the future. The company also gets to your emotions a little bit as well. When they show the mom chatting with a baby through a pay phone it reaches to your emotions. You want to be able to stay with AT&T for solely the reason to communicate with your family members.
This ad appeals to a lot of audiences. In the spectrum we have people who aren’t following AT&T and those who are. The people who aren’t are convinced that they should because they are going to be coming out with the future innovations. Also, it appeals to their customers by convincing them to stick with the company and to not leave and go to another company. This ad attracts these two different audiences through simply showing that they will be the top in the future. The campaign shows that AT&T will develop the technology for the future to make life easier and faster.
This ad makes a lot of assumptions about the audience. They for one believe that the audience even knows what they do and what their product is that they are selling. If one never heard of AT&T before then they may not understand the commercial. Also, the ad assumes that the customers understand that it will take a while for the future to come. It’s never specified when the cooler technology will be on the market which is a negative effect of the ad.
Within the ad they’re many places where people could relate to. Like for instance on the beach, on a business trip wanting to talk to you children, in a cram to read a book without a library, and just all the different scenarios that are brought up can all be related to. These are all connected to the advertisement through the fact that the future is upon us and that the technology is going to happen sooner than later. These associations may motivate customers to get connected with AT&T and buy the technology they have out right then and then wait until they release what they promised in the video.
Is commercial was found on YouTube. Originally when it was aired it was a commercial on television. The use of this on a commercial back in 1993 made a huge impact on the way people started looking at AT&T. They were using a technological device to air a commercial about the future technological devices. This was the most effective choice at the time to let people know what AT&T had in store for the world. They could show people through a device that more advanced devices were being formed while they were just sitting there.
Bibliography:
"Kicker Studio: AT&T’s “You Will” Ads, 15 Years Later." Kicker Studio: A Design Company. Web. 23 Sept. 2011. <http://www.kickerstudio.com/blog/2009/02/atts-you-will-ads-15-years-later/>.
Morris, Jerod. "Video: AT&T You Will Ads From 1993 Accurately Predict Future." Corporate Compliance Insights: Compliance Online Journal for Compliance Professionals. Corporate Compliance Insights, 05 Jan. 2011. Web. 23 Sept. 2011. <http://www.corporatecomplianceinsights.com/2011/att-you-will-ads-predict-future-video/>.
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