Alyssa Frandsen
English 250 PB
September 19, 2010
The Creativeness of AT&T
Through a unique, and
aesthetically pleasing design, the cellular
phone company AT&T, has successfully
produced an engaging advertisement.
Harmonious, vibrant colors, visually
stimulating artistic design, and a well
balanced layout, make this advertisement
eye grabbing.
This advertisement by AT&T is
effective because of the complimentary,
soothing colors which act as a visual eye
AT&T’s ad campaign for global cellular coverage.
magnet to attract viewers. These colors
demand a second, detailed look. At first glance the intended audience sees a tropical fish
swimming by coral in the deep, blue ocean. Upon further inspection, the viewer realizes
the ad has been created by the use of human hands. This ingenuity prompts one to want
to read the details, highlighted in a contrasting orange, proclaimed by AT&T. Layout,
design, and color scheme are all components of an aesthetic sensation that make this
advertisement succeed. Even if one does not use AT&T as their current cellular phone
carrier, it appeals through an undisputable, unique design. The ad beckons getting away
to the Bahamas because AT&T’s great cell phone coverage makes it possible to be
connected even when traveling. And who wouldn’t want to vacation in the Bahamas?
The use of hands implies a deeper, subtle meaning. The symbolism of “reaching
out” is not missed as AT&T’s message boldly proclaims that their cell phone broadcasts
globally. “Works in over 200 countries, like the Bahamas” is centered in the middle of
the ad, signifying world wide coverage and appears directed toward cell phone users who
travel or play in exotic locations of the world, possibly even in the “blue ocean” of the
Bahamas. The most intriguing part of the advertisement is the hands have been painted
with dramatic blues, purples, and pinks to create a fish, and a second set of hands holding
the cell phone, in burnt sienna, mimics the look of coral. Painted by artist Guido Daniele
of Milan, Italy, the realistic hands required an entire day to create (AT&T 'Hands'
Advertising Campaign). The dazzling imagery, created by Daniele, draws viewers into
the artwork while communicating AT&T's proposition of having “more phones that work
in more places.”
As part of AT&T’s campaign, the ad’s creators masterminded the use of hands to
imitate defining characteristics of each country’s location in their series of
advertisements, such as the fish and coral for the Bahamas. By breaking out of functional
fixedness, the campaign’s marketing technique took hands to a whole new level to
endorse the desirable benefits of their product.
In Advertising’s Fifteen Basic Appeals, author Jim Fowles talks about the need
for aesthetic sensation. “There is an undeniable aesthetic component to virtually every ad run in
the national media: the photography or filming or drawing is near-perfect, the type style is well
chosen, layout could scarcely be improved upon” (Fowles, [page number]). AT&T’s ad
campaign for global communication does not lack, in any way, from Fowles’ description of what
makes great visual components in advertising. The bright colors used in the ad immediately seize
the viewer’s attention, as graceful painted hands capture and amplify the exotic beauty of the
ocean’s calm underwater world. Even if you can’t be in the Bahamas, at least you feel like you
are. The text in the advertisement creates a funnel for the eye. Fowles explains that if an
advertisement is not visually pleasing, there is going to be little communication with the viewer.
As a college sophomore, I personally do not have a need to make an international
call, nor do I travel outside the United States. I have no need for global benefits.
However, even for me, the advertisement still works. I do not use AT&T as my cellular
company, but my initial reaction when I saw it was, “This is so creative!” I wanted to
immediately show it to my friend across the room.
The ad drew my attention, and definitely got me talking to others. The depiction
of the Bahamas made me feel like the longer I stared at the background of the bright blue
ocean, the more I could imagine being surrounded by the warmth of the Bahamas. This is
another aspect that Fowles explains; the need to escape. The need to escape is being
pitched by the freedom AT&T allows. One can have freedom world-wide. This is
effective because we have become a society dependent upon our cell phones and the
advertisement explains how over 200 destinations are available for escape, all while
having the freedom of cell phone coverage. AT&T lets us know that they will be there—
wherever ‘there’ is. The slogan, “Works in over 200 countries, like the Bahamas,” is so
simple, but the ad does not need a list of benefits or other unnecessary text. The image
sells the product and grabs the viewer’s attention all on its own. This ad is an example of
how the aesthetic element is expanded and made into an ad's primary appeal, as explained by
Fowles.
We use our hands everyday in a number of different ways. In the ad they are
familiar objects, recognizable, but enhanced beautifully by the artist’s skills. By the
artistic use of hands, a hidden, deeper message is also being implied. The ad is saying
“choose our company and we can help you ‘reach’ anyone, anywhere, because we are
global.” The capability of being global allows users to reach out and stay in touch all over
the world.
They say a picture speaks a thousands words, and after seeing this ad, AT&T’s
originality will unquestionably speaks thousands of words to viewers. It doesn’t matter
whether or not you are a user of AT&T’s cell phone service, comments will be made
about the distinctiveness of this advertisement as part of the company’s campaign. The
image speaks for itself. This allows the text to freely tout the company’s propaganda.
AT&T’s hand advertisement campaign has generated lots of attention as a direct
result of their ad’s effective appearance. AT&T was able to inspire people to stop and
stare at its message. AT&T 'Hands' Advertising Campaign was voted as “America’s
favorite ad Campaign” by consumers. It is clear the ad’s vibrant colors and artistically
painted hands have had a positive effect on consumers. It is remarkable to see stunning
artwork and such a striking concept come together and work so effectively. AT&T has
definitely accomplished this with their ad campaign.
Works Cited
"AT&T 'Hands' Advertising Campaign Voted 'America's Favorite Magazine Ad' by
Consumers." PPR Newswire. Web. <http://www.prnewswire.com/newsreleases/att-hands-advertising-campaign-voted-americas-favorite-magazine-adby-consumers-62098867.html>.
Fowles, J. (1982). "Advertising's Fifteen Basic Appeals." ETC: A Review of General
Semantics 39 (3)(Fall): 273-290.
Web. <http://www.att.com/gen/press-room?pid=6209&cat=72>.
Alyssa,
You made some sharp observation, and made very good use of your sources. Your
description of how the paper appeals to aesthetic sensation was very strong. Your paper
seems to cover some of the same territory twice—once without the theoretical
underpinning stated explicitly, and once with. It would be a stronger paper if you merged
these two sections.
Grade: 87
Rubric for Visual Analysis of an Ad
Categories: Exemplary, Mature, Competent, Developing, Undeveloped
Providing Context (20%)
_E_Identifies the rhetorical situation: the product/company, the target audience, the
purpose of the ad, and the context in which it appeared (where it appeared,
year/decade, etc.)
_E_Supports examples with enough descriptive detail that the audience clearly
understands what you're referring to
Substance and Organization (60%)
_E_Explains HOW (not just what) an ad communicates (not just your likes or dislikes)
_M_ Contains a clear and interesting thesis (your main claim about HOW the ad
works)
_C_ Contains clearly organized sub-claims, or reasons why your thesis is valid or
interesting
_E_Discusses specific, concrete visual/textual evidence from the ad to support your
thesis and each sub-claim
Style and Delivery (20%)
_C_
Has a title that suggests your thesis (a colon is useful for this)
_E_
Is addressed to college-educated readers interested in how advertising works
_M_ llustrates how your claims relate to your overall thesis and to each other by
appropriate use of transitions, previewing, and summaries
_M_ Includes the ad, cut and pasted electronically near the beginning of the analysis.
The source of the ad should be noted in a caption, and cited on your Works Cited
page.
_M_ Avoids sentence-level errors (such as grammar, spelling, and punctuation) that
distract the reader's attention
_M_
References the source of the ad and any secondary sources you used