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The use of this vernacular to promote the product is especially effective, because it reinforces the perceived male ideal of short sentences and terms or ways of speaking that do not need additional explanation to be understood, especially during something as important as a sports event. The phrase "How ya doin'?" becomes the slogan of the company in its effort to sell its product...
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The phrase "How ya doin'?" becomes the slogan of the company in its effort to sell its product. The abbreviated word choices, in addition to the inflections used by the speakers, enhance the overall feeling of neighborhood, Italian, and Mafia in this commercial.
In using all the parts, the neighborhood bar, the repeated, Mafia or Italian dialect in the phrase "How ya doin'?" and the idea of a microphone bug being in place, all reinforce for the viewer/listener that he or she is watching something related to the Mafia...
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