Critical Analysis

Bijaya Bista                                                                                                                              bista1

English 1100

04/20/2015

                                        Airtel: Connecting the World

This is a commercial from the parent company Airtel telecommunication established in July 7, 1995,  that shows two children on the borders separated by the fences made up of metal-wires. The children look very sweet and innocent and they belong to two different nations. In the commercial video, two children play football together in between the borders separated with fences. Even though the video only shows two children playing together, its main objective is to showcase the idea that airtel is a better way to communicate people everywhere in the world and it helps to connect people, nations, ideas and emotions from the different parts of the world. The commercial video encourages everyone to use Airtel network to communicate. In order to reach to people and to persuade them, commercials use logos, pathos and ethos. Similarly, in this commercial, ethos, pathos and logos are used thoroughly that make a huge impact on inducing customers to use Airtel as their communication medium.

In the video, at first, one child with a football on the border calls the another child on the borders to join him to play football after he passes the ball to him. He requests the child on the other side  of the border to kick the ball into his side. After his frequent requests, the child kicks the ball into his side. Soon enough, both of them becomes friendly and it is shown by their sweet and innocent smile. He also helps that child to get out off the fence and both get in between the fences and play happily. The video shows that those two children enjoys playing together and it

 

                                                                                                                                                bista 2

looks like they are old friends.. The use of these two children is so critical. The commercial also successfully conveys a message that friendship is simply made through a good communication. Communication plays a vital role in bringing up people together and creating a relationship as portrayed in the commercial. Especially, in today’s world, communication is the most useful and reliable way to maintain relationship. In most of the Airtel commercials, two children or a couple are shown widely. This shows that this commercial has used ethos in the right place. In the commercial, there is a short instrumental music that is very captivating and it carries the emotion of the video. The music is played with a perfect timing, that is in the end part of the commercial, when the children happily get along and play.

The commercial uses the logos and pathos very strongly and purposefully. Logos is the logical way of convincing the audiences and pathos is the emotional way. Even though the borders are mostly the areas that have disputes all the time, the video is trying to convey a message  that a better communication and sharing will definitely help to maintain a good and positive relation and airtel will make that possible. Since, it is an Indian commercial, the borders that are shown are of Pakistan and India and it is very well known that the borders of India and Pakistan are one of those disputable areas for a long time. Airtel telecommunication, with its commercial is trying to show that communication is a great medium to solve those disputes and maintain a friendly relation. The commercial approaches to its audiences logically with its reasoning that communication helps to maintain relationship between India and Pakistan showing that the children get along easily and quickly after communicating.

 

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The commercial can also be related as an inspirational commercial as it is trying to encourage positivity. The commercial is trying to create a positive impact not only in India but also in Pakistan showing the connection of two kids through communication. Airtel adds the emotional aspect in its every commercial to attract the audiences and it basically incorporates the historical event into its commercial that the audiences can relate to.                                                                                                                                               

Communication has always been and still is a most important aspect that influence the relations of people and places. It is the great way to connect the world and make it unified. Communication is one of the most important aspects of human civilization. Communication is a must in changing and developing the world. The commercial nicely explains the importance of communication; as in the commercial, the background voice says “ there is no wall, no barrier that can keep us apart if only we talk to each other.” This is a very appealing message that the advertising video carries and it is very genuine and ethical. Now, the world without communication will sound clueless and meaningless. The commercial necessarily reached its targeted audiences as being able to capture their attention.