Oral Presentations - Session 2A: UC 326
THE ROLE OF MUSIC IN AT&T'S ‘RE-THINK POSSIBLE’ CAMPAIGN
Presentation Type
Presentation
Faculty Mentor’s Full Name
James Randall
Faculty Mentor’s Department
Music
Abstract / Artist's Statement
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)
THE ROLE OF MUSIC IN AT&T'S ‘RE-THINK POSSIBLE’ CAMPAIGN
UC 326
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.