I was flipping through the channels on the television when I came across this T-Mobile commercial. Like any other advertisement out there, T-Mobile is trying to persuade its audience that their product is the ultimate best brand out there compared to all its other leading competitors. In this commercial, the spokesperson for many of the newer T-Mobile ads is dressed like the "girl-next-door" wearing a pink dress as she goes to her closet to find something new to wear, only to find all of the same pieces of clothing. The camera pans to her face as her expression shows something "new" has caught her eye as she then strips off her old clothing and comes out dressed in a more edgier, daring pink and black jump suit. She jumps onto a motorcycle with the words popping up "No more Mr. Nice Girl" and she speeds off into the night. This transformation of hers represents the innovations of T-Mobile and how it’s back in business with a bigger, better, faster 4G network. The target audience for this commercial is mainly geared towards guys, as there is a "pretty girl" in a girly pink dress literally changing and taking of her dress transforming in that "hot biker chick" who is then wearing a tight jumpsuit. This commercial uses the Avante Garde technique suggesting that T-Mobile is "America's largest 4G network" and ahead of its time. It also uses the Gestalt technique leaving the audience with unanswered questions about what the commercial is really about until the end when its name brand 'T-Mobile' pops up on the screen. To emphasize the transformation from old to new, the colors are intensified; white being very prominent in the first half of the ad, but once she changes, black becomes the new prominent color. The sound also becomes gradually louder and faster as the commercial progresses. After watching the full commercial it gave me the impression of "out with the old, and in with the new," and kind of making me wish I was as bada** as the girl on the screen. And after hearing the infamous T-Mobile sound they are known for, it clicked in my mind and every time I hear it now I automatically think of that girl speeding into the night on her fancy motorcycle all because she has the new and improved T-Mobile 4G network plan.
I totally agree with everything that you said. I think this commercial uses Transfer Association to get people to start associating T Mobile with faster, edgier, and better rather than a sweet little girl in an adorable pink dress. This commercial definitely catches more male attention than the other ones did. I think there is also Gestalt because it shows those random little blurps of her riding on her motorcycle, so the editing is kind of weird. And honestly, what does the phrase "no more Mr. Nice Girl" have anything to do with phones? Since it doesn't, I think they also attempted using wit and humor to show people they aren't completely edgy and fierce. Great post Jennifer!
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