Are You A Card Member?
Alex Jimenez

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2. Due to the fact that the item advertised only appears in the last few seconds of the commercial and the only time the name of product advertised is mentioned is when the American Express worker speaks, it is very safe to say that there is not really a "hard sell" aspect to this commercial. The closest thing would be the conversation between Tina and the AE worker when she is relieved of not having to do any work and the worker reassures it.

3. As far as "soft sell", the commercial uses several tactics to gain consumer interest. The first is obviously humor. The clip spends most of the time with setting up Tina Fey in funny scenarios and little time on the actual product. The second would be star power. Using a rising celebrity such as Tina Fey makes fans of her and other celebrities relate to the product. It will make people feel like they are celebrities themselves because they are well taken care of by AE. Finally they use their slogan to relate exclusivity to the card. "Are you a card member?" makes the consumer want to join this "membership" so they too can know what the fabulous life is like.



4. Although the ad uses lots of different advertising strategies, it is suppose to mainly give the consumer a sense of security and success. The phone conversation lets you know that AE is always looking out for you and the protection of your card. The busy schedule that Tina has allows you the see that a busy, succesful career person can get through incidents because the American Express company does all the work for you!

Woo! Done!