AT&T
has recently discovered something brilliant. Something that will go down in
history as the most famous discovery of all time… or, the most incorrect one.
Their new advertisements have been campaigning that “More is Better.” Now, I’m
pretty sure that’s not true. Okay, let’s face it, it’s completely not true!
There are so many situations in which more is definitely NOT better. What are
you thinking about AT&T?!
Now
let’s get to this advertisement. At the top, in gray, are the words “What’s
more?” Underneath them, there are two check boxes, “More” and “Less.” Of
course, the box labeled “more” is checked. I don’t exactly understand that
part. It seems to me as if they’re asking which box is labeled “more.” Maybe
they are! Who knows? Certainly, not me.
In
the middle of the picture is a map of the United States behind the words “AT&T.
the nation’s largest 4G network.” I honestly could not tell you if that’s true
or not. I don’t even know what 4G means! All I know is that “4G” is in orange
instead of blue, so that it stands out, and it has a little flame coming off of
it. This is meant to draw your attention, and it works. However, I’m not clear
about what it’s drawing my attention to. While I don’t know what 4G actually
means, I've heard it used before. Whenever people say it, it sounds really
good. Almost as if it’s something to be admired or looked at.
In
the bottom center of the page, the advertisement says “It’s not complicated.
More is better.” That statement actually offends me. First of all, never say “It’s not complicated”
in an advertisement. It is complicated! Besides, even if it wasn't complicated,
maybe I didn't understand. Saying that makes them sound very belittling and
derogatory, which I’m not okay with. Whenever I read those words, I think of a
really smart person making fun of another person for not being as smart. Anyways,
not cool! Secondly, more isn't always better. So, shame on you AT&T! You
made your reader feel stupid when you were the one who was wrong.
Another
thing that is “wrong” about their advertisement is their use of colors. Nearly
the entire page is gray! It doesn't draw the reader’s attention to the picture
at all. It is mostly gray with some words in blue and orange. However, those
words don’t take up enough of the page to make it stand out. It’s really sad
looking. I saw it only because I was looking for advertisements. If I had just
been flipping through a magazine, it wouldn't have stood out at all! Cheer up,
AT&T! Bring some color into your advertisements!
There
are also weasel words used in this advertisement. The most obvious ones are “More”
and “Better.” What does AT&T even mean? What do they have more of? Why does
having more of whatever they have make it better? Even if I weren’t trying to
analyze this ad, I would be so annoyed at AT&T for not being specific. Tell
me information about what you have! I would understand if it were some other
product, maybe one that is impossible to give information about on paper. But
AT&T is not one of those products! They can tell the viewer SOME kind of
information, right? Instead of just “More is Better.” Yeah, okay, thanks
AT&T. More is Better. Good to know, I’ll put that into by bank of
knowledge. Now, tell me something about YOUR product that have more than
another brand. And tell me why that much more makes it so much better!
Overall, I really disliked this ad. I thought
that it was worthless in catching the viewers attention and in convincing the
reader to use them as a carrier. I guess this ad just doesn't do it for me.
(5-5-13)
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