Dell Computer Corporation
One Dell Way
Round Rock, Texas 78682
I am writing in part as a concerned consumer and outraged television viewer. Your recent television promotional campaign has caused a considerable amount of consternation on my part as to the direction of your company and quality of future products. It should be noted that to this point I have been a Dell customer with intentions or remaining so for some time to come. However, this latest stream of television ballyhoo that is obviously meant to appeal to someone (I’m just at a loss to figure out who) fails critical quality standards and makes me wonder if this is a harbinger of things to come from your company – from both a marketing and manufacturing standpoint.
Let’s examine the dynamics of your recent “steve” commercials, shall we? “steve” (who would be more in his element in a sports beverage commercial) and his pudgy mealy-mouthed neighbor who desires a new computer are apparently meant to represent America’s failing educational system. This we can tell by the way your ad agency has “steve” stringing together sentences. Perhaps the most blatant clue is the fact that “steve” and company are using a lexicon that is unfamiliar to me and most of the educated populace in these United States. I realize failing American educational standards have been a battle cry recently for politicians, and it must be stated that your shameless commercials eloquently highlight the need for a national test system of some sort (perhaps an IQ test for stock actors?). As admirable as this may seem, it does beg the question should your commercials be an advocacy forum for illustrating the dumbing down of America’s educational system? I think not. I could be misreading these indicators and perhaps your commercials are done out of respect for our sitting President, and native Texan, George “Dumbya” Bush (lord knows his verbal gaffes have sent shockwaves through the rest of the English speaking world), but I think the first of the aforementioned scenarios is most likely.
Now it must have entered your head at this point what any of this has to do with quality of product. I contend that the uneducated are likely to accept anything in the way of technology that is foisted on them (compaq, after all, has proven this point to wit). Since obviously your commercials cater to this uneducated demographic, one is lead to assume that the quality of all products will suffer. After all, it would be extremely inefficient to have a manufacturing plant that builds computers for “smart” people (there being so few of us and all). So with the dumbing down of Dell commercials, so too is the product. All of this seems to be a logical derivative to me.
“Any who,” (to coin that nitwit “steves” expression) I am not one to stand idly by and watch a company on the cutting edge of technology go to pot over its ad campaign. I’m asking that you cease and desist in propagating this ignominious drivel on television viewers. Having outlined my concerns I know you’ll take appropriate actions as a consumer oriented business to properly instruct the folks in marketing to never broach social advocacy topics in commercials again. Next time such a venture is made, try doing it subliminally or in ways that are not so painfully obvious to the viewing audience. And please hurry. Sending myself off a second floor balcony with increasing regularity is starting to get painful.
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