【self eroticism】

It may not be self eroticismimmediately obvious why one should choose to put a computerized talking cylinder in charge of various household tasks.

Amazon is doing its best job of explaining with a new series of short of vignettes in which Alexa, the digital assistant programmed into its Echo device, solves a succession of everyday domestic conundrums.

The spots manage to convey a lot in these brief bursts of life, despite the only dialogue being a question or request posed to the gadget and a subsequent robotic reply.

In one, for instance, a proud mom asks Alexa whether it's supposed to rain as she watches her son chalk an impressive mural on the front driveway.

Another consists only of a woman requesting that her butterfly's birthday be added to her calendar.

In a third, a girl's delighted discovery of a leafy branch prompts motherly praise followed by a hasty query about poison oak as the child itches her face.

Each manages to wed a sense of emotion and humor to the apparatus that might not be apparent in its stilted voice or lofty promises of the "Internet of things" revolution.

In addition to practical use cases, the videos seem to be a recognition that consumers must first trust a technology on a gut level before they welcome it into the intimate boundaries of their home life.

The campaign follows the release of a similar longer spot last week in which a well-meaning dad uses the Echo to cheer up his daughter after a break up.

The commercials mark Amazon's second big advertising effort centered around the household assistant after a set of Super Bowl ads -- the e-commerce giant’s first -- featuring Alec Baldwin, Missy Elliot, Dan Marino and other stars.

In addition to the campaign, Amazon also announced a host of new features for the Echo including stock quotes from CNBC, news from CNN and general knowledge from social question-and-answer service Quora.

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