Companies create brands, which consumers then give emotional labels to, depending usually on the marketing that company produces. For example, Geico is an extremely recognizable brand that has created their brand with funny commercials. “15 minutes could save you 15% or more on car insurance” was a tagline familiar growing up, even before I knew what car insurance was.
Ads can use science to build brands because the public knows that science has progressed human civilization. When an ad includes science or portrays science, often it wants its brand to appear to be helping to progress humanity.
The little girl, Samantha, in the commercial obviously has a passion for science that is slowly crushed through communication from her parents. Every time we see her, she is interacting with science and her parents interrupt her with a, “Don’t get your dress dirty” or, “This project is getting out of hand.” The ad uses a variety of rhetorical techniques to get across its message that something must change about the way society hinders women from becoming interested in science. Verizon is implying that they are trying to combat society and make more women interested in science and engineering.
Ed Time 