Appeal to Tradition
This advertisement features a young modern family,
starting with the mother and daughter working on what appears to be school work. The
father of the family enters the room and pulls the paper that the mother and daughter are working on out from underneath
their hands, and pulls out his tablet, displaying the fact that it can be used for the same thing.
The commercial then flashes to the father of the family standing in front of a refrigerator covered in paper post-it
style notes, then switches to him standing in front of the refrigerator with his tablet, and pictures of the same multi-colored
post-it notes on the screen of the tablet.
The commercial then shows us the woman playing Sudoku on paper
(the husband brings in the tablet with Sudoku on the screen),
printing out coupons from the computer,
(to which the husband waves the tablet at her to show her she could have used it),
and finally reading a book in bed
(while her husband is actively using his tablet in bed beside her).
This is an example of Appeal to Tradition because paper has been traditionally used for all of these things and the commercial implies that paper has become obsolete and the end of traditional paper usage will be ending soon.
starting with the mother and daughter working on what appears to be school work. The
father of the family enters the room and pulls the paper that the mother and daughter are working on out from underneath
their hands, and pulls out his tablet, displaying the fact that it can be used for the same thing.
The commercial then flashes to the father of the family standing in front of a refrigerator covered in paper post-it
style notes, then switches to him standing in front of the refrigerator with his tablet, and pictures of the same multi-colored
post-it notes on the screen of the tablet.
The commercial then shows us the woman playing Sudoku on paper
(the husband brings in the tablet with Sudoku on the screen),
printing out coupons from the computer,
(to which the husband waves the tablet at her to show her she could have used it),
and finally reading a book in bed
(while her husband is actively using his tablet in bed beside her).
This is an example of Appeal to Tradition because paper has been traditionally used for all of these things and the commercial implies that paper has become obsolete and the end of traditional paper usage will be ending soon.