I thought I had heard all the calls that airlines make, but calling the target attitude during the rotate call is surely one of the most ridiculous ones out there. The attitude changes that much to have to have a reminder at a time when the pilots should be concentrating on their job of flying the airplane? For the 2 minutes or so a modern pilot actually flies, that is? And will the PNF be smart enough to adjust the figure for an engine failure? And what about the flight director, which has been programmed to give the best attitude soon after lift off anyway? Is the PF so ignorant he even needs this call? If he does not know what attitude to rotate to what is he doing in the seat?
Talk about flying with your tongue! What would you do if there was a genuine need to make a callout of a malfunction or error? The pilot is already expecting the garbage call, and will tune it out. If the PNF is wrapped up in this call, will she see anything going wrong elsewhere?
Keep the calls to a minimum. Only call when there is a non-standard situation, so the call will be heard and listened to. Extraneous calls of the bleeding obvious reduce safety by being a distraction and reducing situational awareness.
I surely wish the airlines would stop mucking about with the manufacturers' operational procedures.