Home.
For many of us, home still means our parents, siblings, and pets. Some know that home is dinner together, for others its family game nights, and still others look forward to chores at 5 am when we return home.
American Airlines looks to encompass all types of home in their commercial. They want to viewers to feel happy, to be able to relate to the content of their commercial. They assume that everyone is excited to return home(inter-textuality), and make an effore to potray a wide variety of different "homes". One sign says "beating your brothers at touch football" and another proclaims "mommieeee!" By relating their ad to many different lifestyles, American Airlines is able to connect with many travelers. The signs in the ad are used as signifiers of the lifestyles of the readers, and without saying it directly, the commercial wants you, the consumer, to relate to one of their signs.
( a side note from the "home" aspect of this commercial; it also portrays stereotypes. Families are made up of a mom, dad, and 1-2 children, Larger people like food more than others, boys/men with long hair haven't been home in a while. In our culture we seem to be searching to "stand out" BUT at the same time "fit in" so is this why are stereotypes so often used in commercials and other forms of advertisement? to show people that they are special, even when they are just like everyone else. In this case, everyone is headed home, the signs, the reasons,are the only difference. In general, why is each individual special at all? )
By "showing" consumers that they will be successful, happy, healthy people when they fly American Airlines, the company attempts to persuade people to fly with them. People can feel comfortable with the American Airlines because they "know how you fly."
Since I am highly interested in airline industry and being a frequent flier, this AA's advert was very interesting for me. This reminds me of the movie "Up In The Air" which featured American Airlines as Ryan Bingham achieved to be a 10 million miler by flying with them. But the movie ends with somewhat loneliness and barren society that Ryan Bingham faces. This AD also reminds me of post-9/11 AA's We know why you fly AD. There's a stereotype of flying which is usually done alone and AA's effort to persuade people how they care about. All in all, American did a good job on this Advert.
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