Title

THE ROLE OF MUSIC IN AT&T'S ‘RE-THINK POSSIBLE’ CAMPAIGN

Presentation Type

Presentation

Abstract

AT&T's "Re-think Possible" campaign was a response to the company’s image problems that developed over the last decade. Consumers complained that the company provided little customer service, poor coverage and slow coverage. AT&T's new campaign aimed to broaden and improve its brand through selling an image of the company, rather than a specific product. The new campaign relies heavily on music to sell AT&T’s new image. I will discuss how music is used in two commercials in the campaign to target two separate and important demographics. My analysis of the music will draw upon ethnomusicologist Thomas Turino’s theories of music and meaning to explain how advertisers effectively use music to emotionally manipulate their targeted consumers, even without selling a specific product.

Category

Visual and Performing Arts (including Creative Writing)

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Apr 15th, 2:20 PM Apr 15th, 2:40 PM

THE ROLE OF MUSIC IN AT&T'S ‘RE-THINK POSSIBLE’ CAMPAIGN

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AT&T's "Re-think Possible" campaign was a response to the company’s image problems that developed over the last decade. Consumers complained that the company provided little customer service, poor coverage and slow coverage. AT&T's new campaign aimed to broaden and improve its brand through selling an image of the company, rather than a specific product. The new campaign relies heavily on music to sell AT&T’s new image. I will discuss how music is used in two commercials in the campaign to target two separate and important demographics. My analysis of the music will draw upon ethnomusicologist Thomas Turino’s theories of music and meaning to explain how advertisers effectively use music to emotionally manipulate their targeted consumers, even without selling a specific product.