1. Whose message is this? Who created or paid for it? Why?

This ad was created and paid for by Direct TV to inform viewers of the transition from analog to digital broadcasting.

Please note that the transition was originally scheduled for February 17, 2009, as displayed in this commercial. However, over 6 million homes are still unprepared for the transition and the US Senate and House voted to delay the transition to June 12, 2009.

2. Who is the “target audience”? What is their age, ethnicity, class, profession, interests, etc.? What words, images or sounds suggest this?

The target audience is English-speaking adults who are television viewers, and possibly fans of Lupe Ontiveros, the actor in the commercial.

3. What is the “text” of the message? (What we actually see and/or hear: written or spoken words, photos, drawings, logos, design, music, sounds, etc.)

The text includes a white background, two televisions with Lupe on both screens, and one screen displays a clearer picture than the other.  Lupe talks back and forth between the two screens about the digital transition and the need for analog televisions to have a converter box. For a moment, a third television appears in between the two—it is a larger flat screen TV. Lupe appears on this screen as well explaining that if someone has satellite or cable they will not need a converter box. The commercial ends with a phone number, website, and logos.

4. What is the “subtext” of the message? (What do you think is the hidden or unstated meaning?)

The subtext of the message is that having satellite or cable is better than having an older television, that a converter box receives all digital signals, and that having digital will improve the television viewing experience.

5. What kind of lifestyle is presented? Is it glamorized? How?

Lupe on the three television screens represents three lifestyles: Analog, Digital Converter Box, and Satellite/Cable.  Analog is presented with static and fuzz, and is not glamorized. Digital Converter Box is told looks “fabulous,” displays clear picture and sound, and is more glamorized than Analog. Satellite/Cable is presented as the most glamorized with a large flat screen, a swish of Lupe’s scarf, and the comment, “Those of us that have satellite or cable don’t need anything.”

6. What values are expressed?

It’s important to be prepared for the digital transition.  Digital is better than analog.  Having satellite or cable is the best option for the transition because we don’t need a converter box and we are automatically prepared.

7. What tools of persuasion are used?   See "The language of persuasion"

Celebrities – Lupe Ontiveros has appeared in numerous films, television programs, and cable series.

Fear – If we’re not prepared for the digital transition, our televisions will be unable to receive a signal.

The Big Lie – Everyone needs a converter box unless they have satellite or cable.

Simple Solution – Getting a converter box means you will receive better reception after the digital transition.

Timing – The digital transition is taking place in the next 4 months. Most television viewers have witnessed a large increase in DTV awareness ads following the decline of presidential election ads.

8. What positive messages are presented? What negative messages are presented?

Positive: The commercial is sharing information about the digital transition in hopes of increasing public preparedness.

Negative: The commercial prioritizes urban communities and does not share information regarding rural communities who most likely have specific converter box needs, such as a box with analog pass through. 

9. What groups of people does this message empower? What groups does it disempower? How does this serve the media maker's interests?

This commercial empowers people who have satellite or cable television. It directly informs them that they are fully prepared for the digital transition.  It also empowers people in urban areas who are told they need a converter box for their analog television sets to be prepared for the transition.

Groups disempowered by this commercial are people who cannot afford satellite or cable television and people in rural communities who need more information than simply “get a converter box.”

10. What part of the story is not being told? How and where could you get more information about the untold stories?

People who live in rural communities may not need a converter box if the translators they receive their television signals from do not convert to digital until 2012. However, NMMLP is encouraging everyone who may need one, to get a converter box with analog pass-through to ensure that both analog and digital signals will be received by televisions in rural areas.

If a digital signal is not picked up by your television, or converter box, you will not receive a picture. Unlike an analog signal which can provide a fuzzy picture if the signal is weak, a digital signal is only received if the signal is strong. If the digital signal isn’t strong enough, the channel is unwatchable.

Digital converter boxes may also need a digital antenna. During NMMLP’s town hall with the FCC, the rabbit ear antenna was removed by the FCC and replaced with a digital antenna. We were informed that only a digital antenna is what will work best with a converter box. However, this commercial (and many others) fail to include any information about the need for a new antenna. Digital antennas cost between $30 and $60.

This commercial does not tell us how we can get a converter box, but does give us a phone number and a website to go to for further information.