Journal Entry #2 - The "it" factor

Let me preface this journal entry by saying that thanks to the technology of DVRs I rarely watch commercials anymore. But, my New Year’s resolution to lose weight has placed me on the elliptical machine for 45 minutes a day without the luxury of the remote, so I am frequently at the mercy of what’s on. I have become fascinated with the current trend in commercials to use the word “it.” You fellow teachers know the battle with this neutered pronoun – but the word is becoming a staple of high profile commercials. The first commercial that grabbed my attention with the “it factor” was Ebay’s new campaign. “Whatever it is you can get it at ebay.” Click Here For Ebay Ad The commercial runs a series of images that imply groundbreaking, astonishing, and future altering results after obtaining “it.” The second commercial that I noticed has capitalized on the “it factor” is the Gatorade commercial “Is it in you?” Click Here for Gatorade Ad Images of stellar athletes at the height of their events are depicted as the words “it is in here” scroll by and vanish.

I am currently working with my high school students on arguments in advertising and this “it factor” reminds me of the appeal to curiosity that is working its way through advertising. Many high brand companies are sparking interest in their products by creating curiosity. Consumers go online to seek further information about the product and while online become ready-made customers. Moreover, the “it factor” in these commercials reminds me of Lanham’s periodic style as elucidated in chapter 3. The periodic style works with “balance, antithesis, parallelism and careful patterns of repetition.” The clever repetition of “it” in the Ebay ad is smart and implies achievement. The repetition of “it” in the Gatorade commercial links images of success with the company’s slogan. Additionally, I think these commercials reflect the pathos position, appealing to our emotional need for success and our desire to satisfy curiosity.