Creative Process Verizon's More Fun Term Paper

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Although not a huge market segment perhaps, horse lovers (most of whom are women) might even be offended by the unflattering depiction of the tiny horses. The idea that a young woman would prefer a cute cell phone rather than a pet as a present also seems to portray young women as shallow. Although it is not a scientific sampling, the notes on the comments page of YouTube for the advertisement included many notes by users (presumably young women, the targets of the advertisement) that they would trade their phone for a pony any day! (an equally unscientific poll of young women by the author of this paper yielded the same results).

The message of an advertisement for a cell phone should convey either the phone's added social value aesthetically or the phone's added financial or service value. This advertisement does neither.

Is the creative approach appropriate for the media environment in which it is likely to be seen?

If seen on the Internet, the advertisement might be marginally more effective on YouTube, given that some people use YouTube specifically to watch advertisements for companies they like. Someone who liked Verizon, or was thinking of switching, might watch and understand the advertisement. Viewed on a television, the meaning of the advertisement would be almost completely lost -- someone might only see the horse and not notice the phone, and miss the Verizon logo and theme song at the end and the note about the "music-playing" chocolate or the new Venus phone.

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The advertisement was, it should be noted, originally shown on the Fox network, during its regular evening television programming.

Is the ad truthful and tasteful?

Truthful and tasteful to what, one must ask? The ad claims no 'truth' other than the promotion of new phone designs. Other than raising awareness and attracting attention it does little to convey new information. And regarding taste it is offensive to both animal lovers and young women. On a Verizon blog, one commentator noted: "The American Miniature Horse in this commercial is not a good representation of the breed, nor is the housing and situation it is in and the new 'owner' is not desirable for any pet... As a breeder/trainer/exhibitor of American Miniature Horses (I have been involved with horses of all breeds for 38 years), the breed as a whole is generally friendly, willing and able to do a lot more than chew apart a doghouse while spoiled teens contemplate its 'nasty' nature" (We add the pony commercial: Verizon Wireless Opens Network," 2007 DHADM).

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