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Exageración y otra cosita: LG

Impactos. La publicidad busca impactar a la gente para impulsar compras o cambio de actitudes. Una de las figuras retóricas que buscan atraer la atención de las personas es la hipérbole, también conocida como ‘el arte de la exageración’. Es un arte porque hay que saber manejar las dosis adecuadas para atraer la atención sin generar incredulidad y rechazo.

Para promocionar el nuevo LG Optimus G, Ogilvy Alemania decidió usar la hipérbole en un trío de comerciales que lanzó para televisión hace unos días. En él retrata el cruento fin de los Smartphones viejos a causa de un defecto que en un principio puede parecer gracioso y convertirse en tragedia.
Su mensaje es: ‘Tiempos difíciles para Smartphones viejos’ que muestran una imagen moderna y atractiva del producto que anuncian. Sin embargo, después de mover las emociones con las primeras escenas, cuando aparece el LG Optimus G se quedan cortos en la expresión. No muestran mucho y dejan a la audiencia esperando algo más del nuevo producto.

Si bien está bien manejado el primer mensaje, el segundo no es lo suficientemente fuerte para atraer la compra. Lástima de producción y de los aparatos que murieron en la grabación de estas escenas.

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