[Effect]

Don't really like it to much but it isn't horrible. It most certainly doesn't tell you anything about the actual product and I tend to hate commercials like that. I figured perhaps they were going with a different approach though with that commercial. That they were hoping once people see it they have a "What the hell is a Kindle?" type response since the while the commercial tries to grab you it still leaves a bit confused. Then they the person would hopefully go online and search the term "Kindle". After all you can not buy the item in a store so you'd have to go online anyway.

I question though if the better commercial would be to simply showcase the device and then show the website address. Reading isn't really as embraced as it should be today. You have to have a certain mindset in order to actually buy and use a device like this (goes for the other readers as well). Perhaps this commercial taps into that mindset easier. So a traditional commercial might not actually be the best thing. Not saying what they have now is great or best either but maybe a blending would have been the way to go.

As said the current ad is really an ad aimed at women in general. As a guy I have to say I'm very annoyed and extremely disappointed by that. I appreciate the Sony ad a whole lot more and I have to be honest. Had that been out before I got my Kindle 1 I would have gotten the Sony reader. When I see ads aimed at certain audience when in reality the product isn't gender specific I can't help but feel I'm getting a message that I need not apply.