gast@cs.ucla.edu (David Gast) (12/05/90)
Stupid ads is certainly one category that AT&T does not and never did
monopolize. In fact, I can't think of any ad I don't think is
manipulative, but that is a topic of discussion for another newsgroup.
> * A current campaign targets small business ... their rates are competitive.
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In adver-speak competitive always means ``more expensive, but not so
much more that YOU the consumer should mind.'' As another example,
consider ``a competive rate'' versus ``the lowest/highest rate''. (It
depends whether you are paying or receiving interest).
David Gast gast@cs.ucla.edu
{uunet,ucbvax,rutgers}!{ucla-cs,cs.ucla.edu}!gastjudice@sulaco.enet.dec.com (Peripheral Visionary 05-Dec-1990 1030) (12/05/90)
Although I use AT&T and I'm totally happy with the choice, I must say that a lot of their advertising (on US television) is pretty stupid. * A current campaign targets small business. Small business people are asked repeatedly why they chose to use another long distance carrier. After they say "lower rates" a "bong" sounds, sort of indicating that anyone who doesn't choose AT&T is an idiot who isn't getting the point that their rates are competitive. * Shaky cameras shot at stange angles showing people having difficulty making telephone calls on MCI, Sprint and non-AT&T PBXes. * Massively overproduced commercials, like the TV reporter who uses fax to find the resturant where his parents were married, and then flies them over to France as a surprise (all apparently taking place within a matter of days). This was especially stupid, since the entire premise of the commercial would be lost if he had just remembered to take a print of that photograph with him. I seem to remember the good old days of the Bell System when AT&T advertising was at it's height, and you just got the feeling of an organization that exuded technical and marketing competence. The new ads trade content for visual impact -- something you don't HAVE to do, since I'm sure there is a lot of potential for great visuals and great stories based on real stuff at AT&T! ljj [Moderator's Note: Do you remember when AT&T sponsored "The Bell Telephone Hour" on radio? Their ads on that program were very elegant and low-key. Techincal excellence was the whole idea. PAT]
judice@sulaco.enet.dec.com (Peripheral Visionary) (12/06/90)
I'm a bit too young to remember the Bell Telephone Hour on radio, but I do remember what I think was the ultimate OLD AT&T ad ... After the 2nd Av fire in NYC, they ran a VERY impressive series of ads with the ending message "the system works" (or something like that). The ad itself was titled, I believe, "Miracle on Second Avenue". Anyone else remember it? ljj