A revision of the last essay

          A Superbowl commercial is an epitome of patriotic marketing, which projects a patriotic image to its products. However, just because the Superbowl is immersed with American values, it doesn't equate that a Superbowl advertisement also has to appeal on the product's connection to American values. A Superbowl advertisement of T-Mobile exhibits an excellence "without" any appeal to patriotism in all three areas of persuasion: Logos, Pathos and Ethos. 

          The Logos aspect of this commercial is quite easily distinguished. Not using any celebrities, the commercial instead chose to use only a pink background and a few words on it to deliver its simple ideas to the public; first, T-mobile is not doing any long-term contracts, and second, it will also pay one's previous contract if the customer moves to T-mobile. By adding the phrase, "No, we're not on our 4th margarita" after it, the commercial increases the credibility of its statement, even if it doesn't give any specific evidence. It captured only the practical benefit of T-mobile's contract instead of resorting to endless hyperbole. 

          The Pathos aspect of this commercial is based on its straightforward and simple way of presenting its message. As is mentioned previously, this commercial only consists of a few slides of text with a pink background. To people who are used to watching ads with intricate storylines and detailed images, this can give the impression that T-mobile, instead of deceiving the public with image beauty, is honest and beneficial. Even more, the commercial asserts that T-mobile is empathizing with the public by stating "Wireless contracts suck". This has the effect of portraying other wireless contracts as charlatans, and T-mobile as a trustworthy friend.

          The Ethos aspect of this commercial is fulfilled by its absence of celebrities. While there is a stereotype that commercials have to use celebrities to achieve a level of authority, this commercial instead found its way out of the box by pointing out that those commercials contain a logical fallacy of appealing to authority. By stating, "Maybe next year we'll do a commercial with overpaid movie stars" it accentuates its "absence of" authority even more. As an effect, the commercial actually attained an air of authority because it did not have to use extra actors to hinder the logical thinking of its viewers. 

          A cheap ad is a bad ad. This was the stereotype that drove many companies into making commercials that involved extravagant effects and actors. However, T-mobile's advertisement proves that a cheap ad can also be a good ad, if augmented by a good humor and a clever approach. The fact that it doesn't have much Superbowl feeling in it is not a foible at all.