Due here at our course blog by Tuesday, September 24. No exceptions.
Using the 5 Media Matrix power tool sets, select, analyze and do
a “deep dive” blog on a short (1-3 minute) car, culture and media video – an advert,
a music video, or a PSA. Be sure that CAR(S) are the dominant focus of or a
central character in your video, please.
THESIS:
This commercial's main argument? You can fulfill your children’s dreams if you own the new Volkswagen Passat.
TRIUNE BRAIN:
The storyline in this commercial catches the attention of the rational brain as it challenges the brain to rationalize the message of this commercial; can you actually provide something magical for your child if you have this car? The music affects the emotional brain through the ability to connect to the child’s struggle. Finally the reptilian brain is also affected through the music, which instills a feeling of excitement. It is the music from Star Wars, a movie with many action scenes that express the fight part of the reptilian brain.
3 SHIFTS/TRENDS:
The way that I am able to view this video, as a stream on youtube, is an example of an aesthetic shift. We are moving from a society of discrete technology to convergence in that the computer as one device that allows us to do many things all at once rather than just one function. Because of the aesthetic shift, I am able to watch this video on my phone, television and my computer. Another shift that is represented by the streaming of this video is a cultural one. Because I have used youtube in the past and it is connected to my other web browser, there are ads for other products along the sideline when I am watching this commercial. The privacy of the Internet does not exist. We are all under surveillance. The medium of this commercial also represents an epistemological shift. Youtube is entirely a site for videos, very few words are written down; rather it is primarily videos and images, just as the commercial is using images rather than words.
5 "FACTS":
Some of the socially constructed pieces of data the car commercial claims are that if you buy the new Passat you will be a better father. Another is that you will fulfill the dreams of your child. It also seems that the car commercial is saying that if you buy the Passat, it will bring your family together. Families with nice houses, a dog and fancy appliances are more likely to own a Passat. Passats are also the type of car one owns while living in suburbia.
Some of the principles of this commercial are the value message; if you are a good father, you fill find a way to make your child’s dreams come true. In this case, he is able to do that with his car. However the untold story here is about what kind of person this man is, and how he actually treats his family. The production technique is another aspect of the commercial that is not explained. The way in which the commercial is being filmed is greatly dramatized with the music playing from the Star Wars movie through the whole thing. It is interesting to think about why the reasons they chose that song i.e. to create nostalgia for adults, to grab the attention of children etc. Another technique used was the individual meaning. The commercial is obviously meant to target a certain audience and trigger different individuals through their commercial.
This commercial greatly appeals to the average suburban dweller or “plain folk.” It connects with suburban living and those that subside there. This commercial also provides a feeling of strength to the child as well as the father. The child is able to do what he or she has been trying to do throughout the day and the father has the power to provide that for him or her. In this commercial they don’t outright use the bandwagon technique, however they show an average, well-off family owning this car in a way that could easily make another feel that they are missing out on something everyone else is enjoying. It is also implied through this commercial that “maybe” if you own this car, you will be able to be a hero for your child. In this sense they are also using a bit of bribery. They are bribing the consumer with fancy gadgets and the ability to do the impossible!
This car commercial illustrates the notion that "Carjacked" author Catherine Lutz has about the car dependence of our culture being wrapped up in much more than just the layout of our country. It is deeper than just our economy and fuel addiction. We are attached to cars because they bring us together and we have a need for that connection, such is illustrated in this commercial. The father would not have been able to do that for his child if he hadn’t had this type of car with those particular features.
This commercial also connects to a few of author Cotton Seiler's ideas in "Republic of Drivers". He says that mobility is a symbol of individual will and choice. In the commercial, the child is trying to use his will to move objects; however his father's will and choice provided by the car intern enforces the will of the child in the end.
Seiler also says that what we deem as freedom on the road is actually quite controlled. This relates to the car commercial in that the child’s freedom and will to control the power of the car is actually controlled by his father which represents the “system” for the controlled manner of the oxymoron of the “open road” for drivers everywhere.
http://www.youtube.com/watch?v=sKDapnoj0hM
ReplyDelete“Re-imagined, re-inspired, reinvigorated: all designed to reignite the soul. The all-new 2010 SRX, the Cadillac of crossovers. “
Theme: This Cadillac will transform you (the purchaser/driver) into a new and improved version of yourself. After all, the designers of this crossover have put a lot of work into re-doing…
Power Tools #1:
- This commercial is almost entirely appealing to the limbic brain. Its catchy music, reassuring male narrator, nifty cinematography, all illicit general good vibes from the viewer. Even more, important factors – such as safety, gas mileage, and price – that should (but often do not) play a role in buying a car are not mentioned; the neocortex is purposefully not engaged.
Power Tools #2:
- Epistemological shift: this shift is present, as the creators of the commercial relied more heavily on image than words. When words are displayed on the screen, they do not appear in full sentences or even phrases. The use of a single word is therefore more likened to symbols because it can only evoke a few emotions. Oppositely, a sentence connotes a wider range of interpretations.
- Technological Shift: a shift in technology is present through the way that I accessed this commercial – YouTube; although it originally aired in 2010, I can easily look it up three year later due to our digital information storage. From an data inquiry perspective, this shift is very positive
- Aesthetic Shift: through this Cadillac commercial the convergence of advertisement and art is apparent. The creative use of music and cinematography, fields that are seemingly unrelated to automobility, are testament to this point
Power Tools #3:
- Production techniques: as stated above, this commercial is employing a variety of techniques that appeal to the senses, causing consumers to have an emotional rather than rational reaction to Cadillac’s product.
- Value messages/Meanings: I feel that the value messages portrayed in this commercial are that the Cadillac can be driven (maybe not owned) by a range of ages and both genders. This overarching value message then elicits individual meanings for each person. For example, hip music, fast driving, and female driver appeal to the young person, male, and female drivers respectively.
- Pacing: the quick camera cuts in this ad also prevent the consumer from rationally thinking about the product, as the really don’t have the time to. Even though the ad is only about 30 seconds, I had to watch 5 times in order to properly analyze it.
Power Tools #4:
- Flatter: although it is not explicitly stated that driving the Cadillact SRX crossover will make you a better person, it is heavily implied. And since this car is supposed to be a new and improved extension of the buyer, the pleasant adjectives used to describe the vehicle are also meant to flatter the consumer.
- Beautiful People: The woman driving the car is not overly beautiful (as that may be intimidating to some), but she is definitely easy on the eyes.
Relation to Carjacked:
- Lutz suggests that gender norms are still played out in our contemporary culture of automobility. For instance, men typically know the mechanics of a car and enjoy driving fast, while women may be seen carting the family around. I feel that this Cadillac commercial may be the beginning of a gender-neutral car campaign (not as an attempt to foster gender equality, but simply as an attempt to increase sales). Evidence that the commercial is likely to appeal to both genders can be seen through fast driving, as well as the female motorists. Even the type of vehicle, the crossover, gives off a general feeling of ambiguity.
Relation to Republic of Drivers:
- The virtually empty streets in this commercial – with the exception of one other vehicle/free spirit – causes the audience to associate freedom with driving, as well a sense of adventure; even in a cityscape that has been traversed by millions of people, driving the Cadillac SRX will add novelty to the expedition.
This comment has been removed by the author.
ReplyDeleteCleopatra Doley
ReplyDelete(it won't let me post the entire thing because of "too many characters)
Part 1 of essay!
Example: http://www.youtube.com/watch?v=Y_CRONANoyI
KIA optima “one great ride”
Thesis: Everyone wants to ride the KIA Optima because it’s “great” to ride.
Triune Brain: The storyline catches the attention of the emotional brain first and formost. There’s a lot of explosions and special affects to capture the viewers attention. The car starts off on earth, and then gets transferred to aliens, and then another dimension, very exciting the whole time. The music is very dramatic and helps the viewer to have a connection with the car. However, as the car goes through the many scenes, the reader cannot rationalize the car’s structure because all of the images go so fast and the commercial gives the viewer no actual information on the car, therefore the Rational Brain is not addressed in this commercial, only the Emotional/Reptilian Brain.
Shifts/Trends
The aesthetic shift through out the commercial is incredibly fast. It illustrates the quickness of the advertised vehicle, while also attempting to show the cool and adventurous aspect of the car while it travels to different beings and different dimensions. The cultural shift is illustrated in the speed of the car in the commercial. It shows how short our attention spans are, and how much we need to see in order to stay engaged with the commercial. The epistemological shift is shown clearly because the viewer gets no information about the function of the car. The commercial is clearly visually based and is attention grabbing.
Facts
If you use this car, everyone will be jealous of you and want to use this car too. Also, if you use this car, you will go on many adventures. The commercial is super fast paste, but the same message was being sent over and over again. There aren’t very many other facts.
Part 2:
DeletePrinciples
The value of this car is if you’re friends are jealous of your car, you will have the best car. The value of this car is based in the jealousy of other people. Production techniques are digital and very vivid. The viewer is enticed by many scenes, all of which don’t correlate too well together because they’re literally from different dimensions. The are very few realistic attributes added to this car. The individual meaning to me, is the idea that this car can take me anywhere! And not only that, this car is also going to be the envy of all of my friends.
Persuasive Techniques
This commercial greatly plays on the Bandwagon technique. If everyone else on earth, from outer space, and other dimensions want this car, why wouldn’t you? This commercial said everyone else wants this car, you, the viewer, should be buying what everyone else wants and making them all envious of you. They also use strength to show how strong the car is, and how it can take you through so many adventures in your lifetime.
SEPRITE themes
This car relates to the liberation of cars as expressed in Republic of Drivers by Cotton Seiler. helps one to view the car as a strong trans-dimensional object that everyone wants, and can take you anywhere in the universe. That theme travels through out the commercial, taking the viewer from one scene to the next at an extremely fast paste!
Then, in CarJacked, author Catherine Lutz , writes about the attachment of people to their cars and the importance of cars in today’s culture. This commercial is not only saying for people to be jealous of your new car, but also saying you “need” this care to get anywhere significant in the world. This connects the necessity of cars as spoken by Lutz to this commercial.
Seiler also talks about the different experiences POCs have with automobiles. I Thought this commercial was interesting, but the only non-ambiguous POCs were all the way at the end of the commercial, and it seemed like some sort of Aztec native group (?) and it seemed like they were worshiping the car in the middle of a ritual. And the fact that this group of people were depicted to be stranger than the aliens before hand. The commercial grows in “strangeness” through out each scene, starting with a White couple, then a White cop, and then continues on with a helicopter, a yacht, a sea creature, an alien, and then Aztec(?) people. It was just unsettling how “othering” this commercial is by the only non-ambiguous minority in the commercial.
http://www.youtube.com/watch?v=PR_UYx4vSPs
ReplyDeleteThesis:
Driving a Volkswagen will make you happy.
Triune Brain:
The Limbic brain is engaged through the emotional cue of laughter, which it interprets as pleasure, and leads to me also feeling good. The upbeat, positive music playing in the background also engages the Limbic brain, contributing to a feeling of happiness. The Neocortex is engaged at the end of the commercial when the message "It's not about the miles, but how you live them" comes on the screen. The reptilian brain is not very engaged during this commercial, and I think this was intentional. The reptilian brain is helpful for times of danger, or stress, but this commercial is trying to convey calm, joyous feelings- the opposite realm from the reptilian brain.
3 Shifts/Trends:
Personal shift- I viewed this ad on YouTube, which allows users to browse and upload videos, but it also allows users to comment and rate what they see. As of this writing, this particular add had over 600 comments. Further, there was a bar that came on the screen, which when clicked, was a link to a Volkswagen site where I could "share my story" and read the stories of other happy Volkswagen customers.
Discursive shift- We don't know what is so funny, but we feel drawn into and a part of each clip of laughter in this commercial. We aren't shown a funny scene, we are thrown into each scene as if we are in on everything with everyone else in the clip.
Epistemological shift- Oddly, this ad is about laughter, but it isn't funny and I didn't laugh while watching it. We don't see what was so funny. But, the sound of laughter coupled with the images of laughing faces did significantly affect how I felt- inexplicably I was happy.
5 "Facts:"
Driving a Volkswagen is like laughing- it feels good. Driving a Volkswagen will make you happy. Everyone laughs, and everyone is happy with Volkswagen. The best way to live is to be happy. The people get progressively older as the commercial goes on, so it's not that its not about the miles, it's despite the miles you can still be happy; your Volkswagen will keep you happy through it all, for a long time to come. Being happy is easy.
3 Principles:
ReplyDeleteEmotional Transfer- The commercial taps into the wisdom that laughter is contagious. It is trying to have me associate good feelings with Volkswagen. It is literal emotional transfer- like peeling a rub-on tattoo.
"Reality" Construction- What is so funny? It is impossible to tell what is funny in any of the clips- there are no clues as to what happened even a few seconds before laughter. It creates a kind of current of happiness which sweeps you along for the ride before you have time to question it.
Ownership- It seems Volkswagen owns this commercial, as it was uploaded by the company to its own You Tube channel. I assume that the Volkswagen Group, who is the ultimate owner of Volkswagen (Along with Audi, Porsche, amongst other luxury cars manufacturers), produced this commercial to increase sales of Volkswagens.
5 Persuasive Techniques-
Humor- The commercial itself isn't funny, but rather centers around the desired outcome of humor- laughter. It also put me in a good mood, another aim of humor.
Plain Folks- No one in any of the clips is famous. These are just everyday people who could be you friend or relative. It helps you feel like you're part of the commercial, because it could so easily be a scene from you day to day life.
Repetition- The same thing happens in each clip, though the subjects change. And each clip is about the same length of time.
Diversion- The commercial makes it seem as if there is nothing but happiness associated with owning or driving a Volkswagen. It conveys ideas far removed from the unhappiness of crashes, traffic jams, speeding tickets, debt, and any of the innumerable other bad things that can happen with and to cars.
Warm Fuzzies- Again, they're tapping into the idea that laughter is contagious. It made me feel happy, watching all of the laughter.
3 Seprite Themes:
Despite the time Seiler spent in Republic on the discrimination of women and ethnic groups on the roadway, there is pretty good diversity in this ad. There a lot of women, almost every other person is a woman. While I'm pretty sure the majority of people shown in the ad are white, a good number of them are non-white, and a majority of those who are non-white are black. Regardless of race or gender, however, everyone shown appears to be upper middle class.
Lutz and Fernandez speak to the fact that car manufactures often portray their vehicles as taking their passengers far off roads, as with the SUV ads in the early 2000s. All the people in this commercial seem to be at home, or at least somewhere they're comfortable (the beach, a familiar restaurant, ect.). If it's really "not about the miles," then it really doesn't matter how far you go, or what environment you end up in, your Volkswagen will keep you comfortable and happy.
Lutz and Fernandez also speak to the fact that car manufacturers market their products by trying to get inside the heads of their customers and try to reflect the ideals of their customers through their advertising, so the customers see themselves as fitting those ideals. This ad, like Socrates, posits happiness as the chief good. We don't see what makes anyone laugh in the ad, but just the fact that they're laughing is good. And anything that makes you happy it seems to say, must be good.
http://www.youtube.com/watch?v=xHOvyQu57cc
ReplyDeleteTHESIS:
Your baby will be happy, safe, and comfortable in the new line of Volkswagens (as long as it’s running!). Also, you will save money on fuel.
TRIUNE BRAIN:
This advertisement appeals to the limbic brain because it plays on the emotions and struggles of being a father. Additionally, it uses the cuteness of the baby to evoke emotion. It also has peaceful “lullaby” like music to set the mood. It alludes to the reptilian brain through the crying of the baby. Crying is instinctual and natural for babies. Finally is appeals to the neocortex because it makes you think about what exactly is going on with the car. The advertisement is called “Think Blue” and is introducing a new start/stop technology.
3 SHIFTS/TRENDS:
This advertisement obviously represents an epistemological shift from word to image. It is a video with music and very little words. It also demonstrates a technological shift. It is displaying a new type of technology for cars, a shift from a constantly running motor to one that turns off when the car isn’t in motion. Finally, the advertisement is an example of an aesthetic shift. So many people get their does of advertisements from the internet, and youtube in particular. This wasn’t the case even 5 years ago, but today people can even look up ads (like we all did for this class). We can replay them over and over using the internet and websites like youtube.
.
5 "FACTS":
The obvious “fact” that this commercial states is that babies are comforted by cars, especially when they are running. It also gives the impression that the road is open and peaceful. At the end it claims that “at least you’ll save money on fuel”. It also portrays fathers as driving Volkswagens, making it seem like a masculine car. Also, since the baby is sleeping while the car is in motion, it portrays the car as very safe and quiet.
3 PRINCIPLES:
This commercial uses emotional transfer very well. It speaks to fathers who know what it is like to drive their baby around and their responsibilities. The two fathers at the end share a moment of understanding. The pacing of the commercial is interesting. It is a relatively calm and slow commercial, but there are a lot of cuts and different shots going on. The commercial takes you on tour of the cityscape, so there is a lot to take in upon multiple viewings. Finally, this commercial has a lot of individual meaning. Each person that sees this commercial will construct their own meaning to it, whether you are a father, a mother, a little kid, or a young adult. Everyone thinks differently about parenthood based on their experiences. Also, car buffs will be intrigued by the new technology. At the end of the commercial, the two fathers turn in different directions, further showing that everyone has their own individual meanings.
5 PERSUASIVE TECHNIQUES:
ReplyDeleteThis is a pretty funny ad. It uses humor in the sense that the father is trying to keep his car moving to keep the baby quiet. You can laugh at the fathers frustration. The baby is an example of a warm fuzzy, he/she is so cute! It uses nostalgia as well. Many people probably can relate to driving a crying baby around, or just having a little one around in general. Also, it appeals to plain folks, mainly fathers. Finally, it uses a little bit of bribery by saying that “you will save money on fuel” (this could also be a big lie).
3 SEPRITE THEMES:
Social structures are evident in this commercial. The only people portrayed are white, middle aged, middle class men and two white babies (and a few road workers). The environment is a cityscape at nighttime in the UK. It’s interesting that I came across this British commercial so easily with the use of the internet. This commercial could appeal to people that are interested in the natural environment though, because the car cuts down on fuel use. Finally, a big theme is technology, because the main point of the advertisement is with the new “start/stop technology”, you will save on fuel.
RELATION TO READINGS: This commercial touches on the notion of freedom and “the open road” from Seiler’s book. The road is basically empty, and the main father driving doesn’t appear to have much of a destination. It’s almost as if he is using his car to keep the baby asleep. It presents the car as a private space and not just a mode of transportation. In “Carjacked” the authors talk about smart marketing and market segmentation
http://www.youtube.com/watch?v=_ve4M4UsJQo
ReplyDeleteTHESIS:
This commercial's main argument? Never worry about the Honda Accord breaking down, each piece will interact perfectly to create a smoothly running vehicle leaving you worry free.
TRIUNE BRAIN:
The storyline in this commercial catches the attention of the rational brain as it challenges the brain to understand and guess how the pieces are going to interact. The sounds affects the emotional brain through great usage of silence, with the lone sounds of the commercial, until the end, being the pure tones of pieces hitting each other. Finally the reptilian brain is also affected through the music when it is sparingly used, which instills a feeling of excitement and happiness.
3 SHIFTS/TRENDS:
There has been a clear Aesthetic shift in viewing capabilities of media. I can watch this advertisement on Youtube whenever I want: the combination of television from years ago, with my laptop now and the freedom to access at my most meager whim anything I can fumble together a search for. We can now view nearly anything that has been broadcast in the past, right now, nearly anywhere in the world. There has been a cultural and economic shift in the way media is presented. With the evolution of advertising, extremes and hype are central in many media sources. The minimalism used in the sound, and the background of this ad really draws the viewer in, giving them a sense of security, further constructed by the soothing message of the video. This ad also exemplifies a technological shift, as we can have comprehensive video editing and effects added on to a Rube Goldberg which utilizes intricate circuits to complete its seamless flow of motion.
5 "FACTS":
The Honda Accord will always “just work”. The pieces fit together perfectly and without flaw. The Accord only makes very pleasing noises, and otherwise is silent. The Honda Accord will provide a smooth transition from each part of your life to the next.
3 PRINCIPLES:
The Cog uses the principles of high production techniques, emotional transfer, and the power of individual meaning. The production is perfect in this ad, with amazing lighting and a very simple backdrop to make sure all attention is kept on the car pieces. There is no background noise, and the only noises throughout the commercial are the pleasing “pings” and “dings” of the different interactions. These noises are pleasing and help the view reach their own individual meaning hopefully along the lines of “this car sounds and looks wonderful”. The production techniques also allow for a sense of wonder and admiration to be built up around the car, the principle of emotional transfer. This commercial targets people who are interested in how things work, especially their car.
5 PERSUASIVE TECHNIQUES:
This commercial doesn’t use too many persuasive techniques, but the ones it does use are used throughout the 3 minutes. The technique of diversion is huge, as the whole commercial is spent showing how everything works well together, but nothing is actually said about the function of the car as a whole. There is not a single fact in the commercial. The timing is incredible, with pinpoint orchestration of each event to work perfectly with the next. If the commercial runs so smoothly, imagine the car! The only words in the whole commercial are a rhetorical question “isn’t it nice when everything thing just works?” which the user will of course answer with “yeah I love that!” when of course who doesn’t want everything to work. The only symbols present are the car name “Accord” and company “Honda” and these are kept out of site until the very end. Likewise, they only come into play as the commercial ramp up (pun intended) to the finale. The silence is filled over time with more and more dings and swishes and finally is composed of banging music coming from over eager car speakers. Only then does the car make its grand entrance.
2013 BMW 3 Series Commercial- https://www.youtube.com/watch?v=6h9suVndNp8
ReplyDeleteThesis:
The main idea that BMW is trying to get across is in the final words of the video, “The Ultimate Driving Machine”. The advertisement wants you to think that this car has everything you would ever want in a vehicle.
Triune Brain:
The commercial appeals to the limbic brain by tapping into the humor aspect of emotion. The commercial addresses the old manta of husbands not liking their mother-in-laws to sell BMWs. Also, when the driver finds out that his mother-in-law in waiting for him inside the house, it taps into the reptilian part of the brain causing a fight or flight decision, eventually choosing to flee the driveway thanks to the car. They hope that the viewer of the commercial would identify with the feeling in order to sell them a BMW. Finally, the commercial appeals to the neocortex, or rational, part of the brain by calling a BMW the “Ultimate Driving Machine”, they assume that rational people buy cars based on what gives them exactly what they are looking for in a car and imply that this BMW is that car.
Three Shifts:
Aesthetic shift- This car represents a shift from the car originally being only a mode of transport to being an all in one machine. Cars used to be just for getting from place to place, but now you can get cars with TVs, DVD players, video games, and even something that reads you your email while you drive. The car has slowly become a multimedia platform since its inception.
Technological Shift- I viewed this commercial on my laptop on YouTube, as I'm sure most students did. While I have no idea if this commercial with the bleeped out foul language played on television, as most car commercials do, YouTube gave BMW another platform to advertise its vehicles, hoping to convince someone to buy one.
Cultural Shift- Due to the fact that this commercial is on YouTube, it allows the company to do gather information about how it is received. In earlier years when commercials were only shown on television, it was much more difficult for companies to know how their advertising efforts are working. On the internet, the can see how many times their video has been watched and see what people have been saying about it in the comment section, allowing them to better shape future advertisements and sell more cars.
Facts:
The most important fact BMW is claiming is that their cars are the Ultimate Driving Machines, and nothing less. They also suggest that the Connected Drive feature will get you out of things you would rather not be doing, such as hanging with the mother-in-law. The commercial also portrays the car as a form of escape. Based on the setting and actor in the commercial, it appears that the makers are saying that the BMW is for upper/upper-middle class white people.
Three Principles:
ReplyDeleteReality Construction- Why does he not like his mother-in-law? Does she not approve of him or is it something different?
Emotional Transfer: The commercial is trying to tap into the emotion of husbands disliking their mother-in-laws. Also the feeling of always needing to be in the know and have information, such as one’s email, always accessible.
Individual Meaning- The meaning this commercial portrays to me is that this car has everything you need. That’s why they included the tagline “Ultimate Driving Machine” at the end of the commercial.
Five Persuasive Techniques:
Hyperbole- “Ultimate Driving Machine” is spoken and in words in the commercial, but who is saying it? BMW.
Humor- Taps into the common notion of some men not liking their mother-in-laws and vice versa and plays off it in a humorous way
Plain folks- They chose a somewhat average looking male to act in this spot I'm sure to appeal to people thinking BMWs were for the rich and fancy, and convincing them otherwise.
Timing- The commercial times the incoming email, “Hey honey, where the %$&# are you going?” to appear as he pulls out of the driveway for comedic affect.
Big Lie- The commercial claims that the Connected Drive system can get you out of things you would rather not do based on the commercial. But whose wife is really going to let them get out of hanging with her mother?
Three SEPRITE Themes:
Social Structures- This commercial is appealing to the white upper/middle class men in America. BMW clearly knows their customer base and tapped into it for this ad. As read in Carjacked, this is a very successful technique in advertising.
Technology- The commercial is clearly appealing to the novelty of technological advancement, which in this case is your car having the ability to read your email to you.
Ideology- With the current trend of always being connected this commercial shows that their car can keep you in the loop because if the Connected Drive system.
http://www.youtube.com/watch?v=JApZFuQZIjk
ReplyDeleteMain idea: Cars make you look cool; therefor they get you friends and women.
Triune Brain: Being as thins is a music video the attention of your Limbic brain is immediately captured. The story line throughout the video stays fun and flashy. They are constantly showing off their cars, going new places, and meeting up with different people. The music gives you a fun carefree vibe, where the singers are enjoying their life through driving around in their cars. Your reptilian brain is also triggered when watching this because of the references toward getting women and how they want you because they see you cruisin down the street in your sweet ride.
3 shifts/trends: the first shift is an Epistemological shift. We no longer have to just listen to music. Through sites like YouTube, our music is now accompanied by pictures and video. The singer can now get their meanings across even more to their audience through the videos they create or album covers. I think this video also represents a personal shift. This video puts an emphasis on everyone having their own car. Never do you hear songs or watch videos about how cool it is to use public transportation. Its all about owning your own car and having independence. We also see an aesthetic shift. This is where we see a shift from convergence of different media technologies. Even before you can watch this video you have to watch an advertisement first. This is the blurred line between entertainment and news.
5 “facts”: 1. If you own a car you will get noticed and people will be jealous. 2. You will get women (they will literally drop their panties for you when they see you in your car.) 3. You get to go where ever you want to go. 4. You will have friends with nice cars to. 5. Owning cars like they have in the video will make you just as cool as them.
Principles: Pacing- The scenes are constantly changing and things are always moving continuously grabbing your attention. The song and the video is moving at a fast pace so you don’t stop to think about each thing they are doing or saying and how realistic they are or not. Individual meaning- This video was designed to target a certain audience. Its geared towards the person that wants to live the lifestyle they are living with their flashy pimped out cars, clothing and constant travel. Emotional transfer: the video is transferring a type of lifestyle onto another. It taps into your emotion of wanting to live that luxurious carefree lifestyle, where you have enough money to buy, go, and do what you want, when you want, and with whom you want.
Persuasive techniques: Bandwagon: everyone who is everyone owns a car. Even when he jetted off to a different state his friend will be their waiting for him with his car. Repetition: although the scenes are constantly changing the one consistent factor is the car. 95% of the screen shots have a car or some other mode of transportation. Big lie: owning a car like theirs gets you women and makes you cool. Strength: The people in the video who own/drive a car look cool and confident. They aren’t shy they are bold with their actions in order to get themselves noticed. They are self-assured with who they are and feel comfortable showing off. Beautiful people: Everyone is dressed to a T in this video. They are covered in expensive clothing and accessories. When they show the women they are insinuating you will get with a car like theirs, she is beautiful.
ReplyDeleteSEPRITE themes: One thing that really stuck out to me is when Snoop Dogg says, “I love my car like I love my wife.” It reminded me of “Carjacked” when author Catherine Lutz talks about how cars have become more important to people then getting married and having kids. In this video the car is the most important thing to them and how they live their life.
Seiler talked a lot about the association between driving and masculinity. I think this video is very centered on that idea. There weren’t any references to women driving they are more looked at as one of the luxuries and prizes of owning a cool car.
This video also reminded me of a quote from the “Republic of Drivers” about how the true goal of a car and automobility is “not movement as such; it is access to people and facilities. The song/video talks a lot about all the different people they meet up with and the places they go rather than the driving experience itself.
http://www.youtube.com/watch?v=3PfXTMoedEk
ReplyDeleteThesis
While driving a racecar is very dangerous, the desire to win surpasses the fear of death. Also, watching cars go fast and crash is entertaining so you should go see this movie.
Triune Brain
This video makes use of the emotional and reptilian brains through the use fast moving images and exciting music. By quickly cutting between shots of cars driving fast in the rain or crashing (in slow motion), the reptilian brain senses the danger that is present. The emotional brain is affected by the image of an ambulance, which symbolizes that something bad has occurred. The rational brain does not play a key role in the video as most rational people wouldn’t agree with the statement that, “more powerful than the fear of death, is the will to win.”
3 Shifts/Trends
Economic Shift- The shift to commercialism is evident in this video as the cars and drivers are covered with the logos of sponsors. Corporate sponsorship of Formula 1 teams didn’t start until the seventies, causing the sport to become driven by large amounts of money.
Technological Shift- The shift towards digital video is evident in the way that the cars are filmed. When they were actually racing (1976), any footage of the cars is quite grainy and low quality. In this video, the cars are captured in high definition and super slow motion. The video also makes use of CGI, such as when the camera’s perspective is inside of an engine.
Epistemological Shift- The shift from word to image to draw attention is evident as no words appear in the video other than the drivers name, sponsors, and the title of the film advertised. Exciting, fast moving images are the primary method used to attract attention.
5 “Facts”
Driving a racecar is dangerous. Racing drivers are brave, and a bit nuts. Races are not cancelled due to rain (increases danger). Formula 1 cars are fast.
3 Principles
Production Techniques- This trailer uses production techniques as the main way to try and convince you to go see the film. By quickly cutting between slow motion shots of cars driving in the rain and crashing, the video captures the attention of the viewer and keeps it. The use of CGI in certain areas also adds to the excitement.
Emotional Transfer- This video uses the overhanging presence of death as an emotional tool. The image of a driver’s car engulfed in flames and then showing him in the hospital with his crying wife by his side tugs at the viewers emotions and makes them curious of the outcome.
Ownership- One has to keep in mind that the reason this video exists is to try and convince you to go see the film Rush. The video contains many exciting clips to engage your attention, but it doesn’t actually show any sense of a story or plotline.
5 Persuasive Techniques
ReplyDeleteBeautiful People- Seeing as how this is a trailer for a high-budget Hollywood film, it is filled with attractive people. Olivia Wilde and Chris Hemsworth are two of the leading actors.
Nostalgia- This film is based on a true story that occurred in 1976. Those that remember the real-life events taking place will be more inclined to see this movie as it will take them back to an earlier time in their life.
Strength- The main characters of this film are very brave individuals who take getting back up on the horse to a new level.
Timing- The trailer uses timing to capture your attention with slow motion, and then changes to a different scene quickly to keep you interested. It also cycles through people that are both happy and sad, showcasing an emotional movie.
3 SEPRITE Themes
Social Structures- The video showcases the Formula 1 world, which is traditionally exclusive to rich, white males. The environment of a race is a glamorous event that often attracts the ‘rich and famous.’ You can see this in the trailer by the appearance of
Technology- The F1 cars in the video are clearly technologically advanced as they are traveling incredibly quickly around the track. The video also shows the inherit danger of 1970s era F1 cars as a crash often led to the car being engulfed in flames.
Environments- Racecars can hardly be thought of as environmentally friendly, especially in the 1970s. The engines are far from fuel-efficient and the travel involved in a global sport uses vast amounts of fuel. They also often race on purpose-built tracks (shown in the video) that take a lot of resources and energy to build.
http://www.youtube.com/watch?v=pdtWATUCz-8
ReplyDeleteThesis: “No man will ever give up his Mustang.”
Triune Brain: This commercial primarily targets the limbic brain. It shows close up of the shiny sides of the car, which appeal to the emotional side. It also utilizes humor, which is within the limbic brain (I think). Uniquely there are no images of speeding in the Mustang which draws upon the fight or flight characteristic of the reptilian brain.
Shifts/Trends
In finding this video by using Google then YouTube there is a personal shift. This is so because I physically interacted with media to locate this video. There is an economic shift at approximately 30 seconds in where the ad that I am watching is somewhat interrupted by another ad on the lower part of the screen. There is also a cultural shift because being signed in and using YouTube my search stored information and keywords by Google for their own use.
3 Principles
Production techniques of this ad would include the humor and how the music enhanced it. The music provided a sophisticated foil to the physical labor the kid was exerting, which produced a humorous result.
There is an emotional transfer in this commercial in the value it places upon the Mustang. There appears to be nothing the grandson can do that can persuade his grandfather to him have the car.
There is of course ownership within this ad. It was however unconventional because the Mustang did not appear until a minute in.
5 Persuasive Techniques
Humor is the dominant technique used in this ad. The whole ad is humorous which appears to be the leading strategy.
Repetition is present in the scene in which the grandson was cleaning the car. It would show him cleaning the same sides over and over.
Plain folks were used. Neither of the characters where models.
Hyperbole was used in the slogan, “No man will ever give up his Mustang.”
Nostalgia was present in their use of a classic Mustang instead of one of the newer models.
Republic of Drivers Relation
This ad could be related to the themes of Republic of Drivers in the use of the rural American setting. This setting is attributed to liberal ideas of owning property, self-reliance, and of course independence.
Carjacked Relation.
When the grandfather gives his grandson the gloves it is because the grandson can now be able to get his license. This was discussed by Lutz as a right of way to adulthood.
Mistah Fab “Ghost Ride It”
ReplyDeletehttp://www.youtube.com/watch?v=xLvlGVNInw4
Thesis: When you get a new car, show it off by ghost-riding on the street and at sideshows.
THREE BRAINS
Mistah Fab ironically appeals to the rational brain with the educational style of the video with his lectures on “Hyphy 101.” There is a kind of mocking of rational thinking. Ghost-riding, thizzing, and getting hyphy are irrational activities. This video most appeals to the limbic brain. It plays on the emotional of getting a new car and the fun of showing it off by ghost-riding—“feeling like a star.” It also uses the familiar, catchy tune of the Ghostbusters theme song and unforgettable call and response to trigger familiarity in its viewers and listeners. It appeals to the reptilian brain in encouraging activity that will result in the flight from authority figures, like the police.
3 SHIFTS/TRENDS
This video takes advantage of the technological shift from analogue to digital by sampling the Ghost-busters theme song. Only in a digital world could this song even exist, and the ghost-busters theme is the frame-work Mistah Fab uses to popularize the act of ghost riding.
There is also a hidden aspect of political shift in this video. MTV actually banned this video because it used the Ghost-buster theme song without due copyright licensing. MTV regulated via the legal status of sampling, but Mistah Fab’s ghostriding presence remains on the deregulated YouTube.
Source: http://blogs.citypages.com/gimmenoise/2011/07/videos_banned_from_mtv.php
The fact that this video is on YouTube means people can comment on it. You can see, in this way, how people feel about the video—from claiming ghost riding is an idiotic act that will get you killed to a glorification of the thizz culture, from comments like “I’m commenting while ghost-riding!” to questions and answers on how to ghost ride. In this way, the video is an example of an aesthetic shift from discretion to convergence.
FIVE FACTS
A good way to show off a new car is by dancing on the hood of the car or next to it while it’s in neutral. Ghost Riding is not hard to do. If you come to the Bay Area, you’ll want to know how to ghost ride and you’ll want to graduate from hyphy 101. The police don’t pull Mistah Fab over. Even if you can’t get into the club, you can still get a girl from the parking lot.
THREE PRINCIPLES
Mistah Fab’s “Ghost Ride It” constructs a reality in which ghost-riding is an appropriate and fun way of expressing the novelty and excitement that comes with having a new car. It’s not hard to conclude that ghost-riding is an illegal act reserved for the foolhardy on country roads, in parking lots, and at sideshows—not while driving down city streets. The video does not show the viewers the injuries and even deaths that ghost-riding can lead to. In Mistah Fab’s world, however, rolling down Oakland streets dancing on the hood of your car while it’s in neutral is totally appropriate.
There is a value message that ghost-riding is cool because it’s dangerous and illegal. This video taps into the mischievous thrill of living outside the law (ghostriding at sideshows) and the thrill of doing something fun and dangerous. It seems to say—“look, everybody’s doing it and learning how to do it so you should do it, too.”
This controversial video results in an array of different individual meanings. To some, this is just a silly song about an interesting subculture. For others it identifies with their way of live. Still, others may be offended by the song, perhaps having been severely injured while ghost
PERSUASIVE TECHNIQUES
ReplyDeleteMistah Fab is known for riding a yellow bus, a symbol that is prominent in this video and in his introduction as “the yellow bus ridah.” Not only is he riding a bus in several shots, but he has bus-shaped jewelry Several other symbols of the Hyphy movement appear in this video as well: images of MacDre, dreads, stunna shades, thizz signs, dreads, sideshows, and the act of ghostriding itself.
The video also uses the Big Lie technique. Obviously, you can’t just put your car in neutral and dance on top of or next your car on a city street, even in Oakland. Not only is it dangerous, but you’re most definitely going to get ghost-busted.
Similar to its use of the big lie, the video also uses diversion in portraying police and authoritative activity on the street. The “police” are in fact Mistah Fab and his friends ghost-riding in a white car with sirens and a ghost-busters symbol striking through an image of MacDre (the late king of the hyphy movement).
Believe it or not, but many of the people dancing on the car with Mistah Fab are well known celebrities in hyphy culture. The video features Keak the Sneak, Messy Marv and Lil B rapping, dancing, and participating in the sideshow. The video uses these testimonials to convey that ghost-riding is the cool thing to do if you want to get hyphy.
Last but not least, Mistah Fab beautifully uses repetition to get ghost-riding across. Ghost-riding is repeated many times throughout the video, and the viewer sees people ghost-riding almost constantly. There is an educational theme to the video, with Mistah Fab directing a few inquisitive folks on the Hyphy movement in which ghost-ride is also heavily repeated.
SEPRITE THEMES
According to Seiler in Republic of Drivers, many people associate the open road as freeing for all citizens, but in reality, the rules of the road were “established under specific regimes of racialized inequality,” and it wasn’t until non-whites as consumers were given the real freedom of the open road. In this video, flashy material objects not only define you as an individual (Mistah Fab’s school bus pendent as one example), but give you hyphy status and let people know you are in on the culture. There is also a sense that ghost-riding sets you above the law—Mistah Fab never gets pulled over. Freedom comes in the customization of your consumption.
The Hyphy Movement is very proud of its strange nuances that make it a very unique culture. Lutz and Fernandez explore the idea that “Americans want their cars to say who they are to others,” but in the end, the individual and unique identities we express through the car are predictable and conformist. While the Hyphy movement is focused on creating this unique image, almost everybody in the video is flashing the same kind of jewelry and clothing, many have dreads, and their cars are tricked out in similar ways.
This music video’s setting is very urban. If the scenes aren’t inside a vehicle, they feature figures dancing in front of urban structures: a movie theater, city street and sidewalk, or a parking lot. This indicates that the culture depicted in the video is inner city—Oakland inner city to be exact.
https://www.youtube.com/watch?v=L8QKK5IDSXE
ReplyDeleteTHESIS:
This commercials main argument: You can pick up beautiful girls (Barbie) if you own a Nissan, and you’ll definitely “Enjoy the Ride”
TRIUNE BRAIN:
Neocortex: The neocortex is triggered because this commercial almost tells a short story of using one’s car to pick up ladies, and makes the viewer first enjoy the clip for it’s cheesy efforts, then think about the reality of this commercial, and this car, is this what every day life really looks like, will this car actually get you Barbie?
Limbic: Definitely the music in this piece, Van Halen’s “You Really Got Me,” provokes this emotional investment in the GI Joe, and add’s to your excitement for his conquest for the woman. It flows really nicely with the whole scene, and almost narrates it.
Reptilian: At the beginning of the commercial, when GI Joe is in the dinosaur’s mouth, the music is rather suspenseful then the more intense music is cued, as the man is dropped from the dinosaurs mouth. It really gets the viewer feeling like excitement’s to come.
3 SHIFTS/TRENDS:
Epistemological Shift: This video off Youtube, tells a story entirely by image and very few words, yet the viewer is still able to understand the entire concept.
Technological Shift: This commercial accurately demonstrates an technological shift because of the media platform that is used to access this commercial, originally the media platform I presume was via television, and now many years later it is accessible through the media platform of Youtube. Through the advancement of technologies we are able to continuously access information through different digital forms.
Personal Shift: I think that personal shift is demonstrated here because Youtube is a media platform that allows for participatory action, viewers can respond and react to the videos we view. One viewer even states, “I’ve remembered it for what, 15 years now,” and other viewers can respond and participate in this video essentially.
5 "FACTS":
The facts that this commercial would like the audience to gather from this video vary from, if you drive a Nissan you can steal Barbie from Ken, you will also therefore “enjoy the ride,” you can escape a dinosaurs mouth if you have a Nissan, you can go fast in your nissan that cats will jump out of your way, and you will look good in your Nissan convertible.
3 PRINCIPLES:
Individual Meaning: I think that this video could in a sense portray individual meaning in the form that it get’s the viewer really excited and pulled along for the ride, but every viewer may see it differently. One’s that relate to GI joe might think that they can pick up beautiful woman if they buy a Nissan convertible, others might think they’re like Ken and think, “oh no” someone might steal my Barbie in their fancy car if I don’t get one as well, or some might think like Barbie, and have to find a man that drives a Nissan so they can go out and “Enjoy the Ride.” Everyone might view it differently, depending on whom they relate to in the piece, and perhaps their age might change their interpretation.
Pacing: I think pacing was important in this piece, especially how quickly the frames change once GI.Joe is in the convertible and on the move, it doesn’t give the viewer a moment to think and analyze where this G.I joe might be going or what he’s doing, but once he has Barbie there are only about three frames with them in the car, and only two of which are them driving off, which finally gives the viewer a chance to reflect on the piece and start to see the meaning.
Production Techniques: I think sound was key in this piece, it was such an incredibly fitting song that you had some thoughts about what was occurring before it happened, and that that “ooooh yeah” reaction. The camera angles for all different images of the car were key, showing how one would look in this vehicle, and also the symbolization of using G.I.joe, Ken and Barbie, was interesting because kids can watch it and relate, but adults can really understand what the meaning of the commercial is.
5 PERSUASIVE TECHNIQUES:
ReplyDeleteBeautiful People: I think this is a fairly obvious one, the characters here are the epitome of beautiful (Barbie) and strong (GI Joe), and how beautiful people and beautiful cars belong together.
Symbols: I stated this above but just to reiterate I think it’s interesting that the commercial producers choose our childhood toys, Barbie, Ken, and GI joe to represent this more mature situation and the idea of stealing a woman from another man, that the adults viewing the commercial would understand at a richer level.
Humor: This commercial wasn’t necessarily laugh out loud funny but I think it definitely has some humor portrayed, kind of quirky humor.
Simple Solution: This commercial basically shows that if you drive a Nissan convertible you can simply steal a woman from another man, which is not true at all.
Strength: I think in a way strength is demonstrated because it describes this persuasive technique as persuading by appeals to strong leadership - be strong, aggressive, bold... and I think here they’re definitely showing GI joe as being strong, aggressive, and bold, going after what he wants using the power of his vehicle.
3 SEPERATE THEMES: - connect to Carjacked and Republic of Drivers
I think relating it back to American Graffiti and the theme of self curation, and expression through ones vehicle, and how GI Joe looked in his car and how he wanted to be portrayed through his car, all strong, powerful, and aggressive, especially by the way he drove. I think it also related to the theme of escape through the car, how Barbie can just escape from her house and Ken and go off with this sense of freedom in GI joe’s fancy convertible.
I think this commercial definitely relates to Carjacked. In Carjacked they talk about how automakers are targeting one key demographic: children, trying to get them hooked on their vehicle choice early. This commercial does this by essentially using what children may place with as a toy car, coupled with their Barbie, Ken, GI Joe and dinosaur toys so they’re hooked and will always remember Nissan because they can relate to the commercial, and this red convertible is similar to what young children zoom around with. I think it also is the car that automakers believe teenage boys have pinned up on their wall before they even have their drivers license, so this provokes their interest because now they’re really thinking about the exciting opportunities this car will give them when they get older, especially with the ladies.
3) I think this commercial relates to Republic of Drivers because of the idea and battle almost between individualism and conformity. I think this demonstrates the breaking away from conformity, while the commercial is trying to get views to conform and purchase this type of car, the character driving the car appears on the road to freedom, breaking boundaries, being bold and not conforming.
http://www.youtube.com/watch?v=9H0xPWAtaa8
ReplyDeleteThesis: If you drive a Volkswagen, or if you jut ride in a Volkswagen, you will get happy.
Triune Brain:
Neocortex: This brain is used in the end when you are reading the message “Das Auto” and also when you recognize the VW logo.
Limbic: The soothing island music and sounds(water, wind, accents) calm you and trigger thoughts of happy and relaxed island life.
Reptillian: The ring of the elevator bell at the beginning of the commercial breaks the silence and grabs your attention, triggering the reptilian brain.
3 Shifts/Trends:
Personal Shift: You are all viewing this video on a blog in which I have shared it, as well as added my own personal “Media Matrix Analysis”
Aesthetic Shift: The is ad was originally broadcasted on TV, it was then put on the internet to be viewed. It can be seen on multiple platforms including youtube, this blog, on your phone, etc.
Epistemological Shift: The fact that we are able to see this ad as a video or moving picture ad, rather than a newspaper/magazine/text ad is an example of the epistemological shift.
3 Principles
Reality Construction/Trade Offs: We only see the happy driver offering good advice on how to be happy, we never see any time where he needs cheering up. Furthermore, those who don’t drive VWs are only shown in stressful times, never at any moment in their day when they can feel happy or relaxed.
Individual Meaning: This ad appeals to the average male or female worker at a 9 to 5 office job. One could relate to hating the Mondays, or having the vending machine break, or having a stressful workload, or bad staff meetings, etc.
Ownership: Obviously VW is making this, so it makes sense that VW is being promoted in this media
Value Messages: If you value your happiness, and living a good life, you will buy this vehicle.
5 Persuasive Techniques:
1. Simple Solutions: Get this car, Get happy.
2. Humor: This whole commercial has a lighthearted feel. The average white American male sounding like a Rastafarian is comical as is (especially since he is from Minnesota) but furthermore the things he says are humorous “sticky bun come soon.” Also the ending when the boss starts to talk like him it is comical.
3. Bandwagon: The storyline involves two workers evolving from being unhappy employees to happy relaxed people who got to take a ride in a VW car.
4. Nostalgia: The island music in the background triggers nostalgic feelings for maybe a day on the beach, a relaxing vacation from the past, a happier time than your Monday at work.
5. Diversion: The film starts with a full parking lot, yet we never see the struggle of having to find a parking place. The car is a tiny and cramped one, we never see the coworker in the backseat being uncomfortable or struggling to get in and out of the car.
3 SEPRITE themes:
1. In the Carjacked text, Lutz discusses how the average working class male feels obligated to own a car. Whether or not they can make this purchase doesn’t really matter- they would rather be in debt than not own a car. This ad is targeting those people, making them justify that unnecessary purchase by telling them it will make them a happier person and better worker. This may also make the viewer think that if they like work more, they will work more, and thus be able to pay off the car.
2. As discussed in our first text, we learn that our car plays a role in shaping our identity. This car is one intended to happy people, who live a upbeat and motivational life. He is a team leader among his employees, constantly trying to boost morale. This a theme also covered in American Graffiti
3. Like discussed in Carjacked, this is a great example of targeting your audience. The average working class male who doesn’t like his job necessarily and just needs a little something to make life a little better.
Youtube link: http://www.youtube.com/watch?v=Yc12l3BglHU
ReplyDeleteTheme: “Not every old lady is reliable or trustworthy. Fortunately, every Golf is.” The VW car is reliable and durable, that will transport you through any car adventure. The VW Golf is the right car choice for any new driver and parents can feel comfortable letting their children drive it.
Triune Brain:
The first part of the brain that is targeted in the commercial is the limbic brain. The song that plays targets your emotions as the consumer. The song makes us feel nostalgic and gives us a sense of “this is what you’ve been waiting for” in the VW Golf. The commercial captures our reptilian brain and our fight or flight response, or in this case, whether to buy the car or not to buy the car. The old woman’s flashbacks shows that the car has taken a beating with her driving and the dad is trying to inspect the car to see if it’s safe enough to buy. The commercial also captures our neocortex or our “rational thinking” brain. With all the tests the father performs on the car, he is trying to see if the car is a sensible choice for his son. Eventually, at the end of the commercial the father decided it was a suitable car for his son to purchase.
3 Shifts/Trends
Epistemological shift, the move from word to image, is apparent. This commercial relies on image to get the consumer to buy the product. The only words that appear in the commercial are at the end, where it explains the thesis of the commercial and the VW logo.
This commercial is an example of a technological shift. Car companies like VW can now use multiple technological platforms to advertise their product. This commercial first appeared on television a few years ago, now you can watch it on YouTube and you can use Google to find out more about the commercial. The internet has become a powerful advertising platform.
The commercial demonstrates an example of an aesthetic shift. Advertisers can put together various media forms in order to create a successful advertisement. This commercial alone has multiple mediums from music to film to words and symbols. Commercials no longer rely on one medium to convey a message but have multiple sources and opportunities.
5 Facts
1. You can’t always trust who you buy a used car from, but you can trust the VW Golf.
2. The VW car is durable and can last through any driving adventure.
3. The VW Golf is fit for any driver, whether it’s an old lady or a new young driver.
4. The VW Golf is safe and reliable and it’s a car that parents can feel comfortable to let their kids drive in.
5. The VW Golf is fast car and can leave other cars in the dust.
3 Principles
ReplyDeleteThis advertisement uses many production techniques. The director of the commercial used various camera angles. In the commercial the old woman had flashbacks and the camera would cut between her memories and what was happening in the present. The director would use sound, like an engine vrooming or tires squealing, and cut away from the music and transition from one scene to another. The commercial would also pan in and pan out and it was very captivating to the eye. Another principle used in the commercial was individual meaning of the car. The VW Golf symbolized nostalgia for the old woman and great memories driving that car. It was almost like she didn’t want to let go of the car. For the young man, this car would be his first car and it symbolized something new and exciting. The third principle I noticed was emotional transfer. This innocent-looking old lady is trying to sell this father-son pair her old car and as the viewer we keep seeing old flashbacks of the woman driving the car. She appears to be this sweet old lady, but she is a reckless driving. The commercial is unexpected and makes the viewer laugh and we get this sense of nostalgia of either buying our first cars or the bond we had with a car at one time. The commercial was very well done.
5 persuasive techniques
This car advertisement uses humor. We don’t expect a little old lady to be such a dare devil on the road and each little flashback makes the viewer laugh. Or when we see the dad perform these ridiculous tests on the car and his over exaggerated body language, it’s funny. We stop thinking when we laugh. The commercial doesn’t explain much about the car, but we want to go buy it because the commercial made us laugh. The commercial uses nostalgia that comes from the old woman and her flashbacks. The VW Golf is the car to make memories in. This advertisement uses “warm fuzzies” to sell the car, but instead of a cute furry animal, it’s a cute little old lady. This commercial uses diversion. Little to know information is spoken about the car and we can only infer certain information about the car. We are too distracted by what we are seeing and how the commercial makes us feel. The last persuasive techniques I noticed was “plain folks.” The commercial targets a common duo, a father and son who are trying to find the safest and most reliable car. Every parent wants their child to be safe on the road and the VW Golf can be that car. As the viewer, we can see that the car has taken a beating from the old woman, but when the father checks it out, the car is still in tip top shape. All of these persuasive techniques worked together to make a successful commercial.
3 SEPRITE Themes
Social Structures: The commercial attracts multiple buyers from the new driver to a more experienced old driver (the old woman selling the car). This commercial doesn’t just target one demographic. In this advertisement, the VW Golf doesn’t discriminate between age or sex. It’s safe and reliable for the common driver and this message creates a bigger market for the car.
Economics: The main message of the commercial was that the VW Golf is a reliable and durable car that will last. The car is worth the investment and should be your first car or even your last.
Ideology: The commercial illustrates the eagerness of new drivers (and even older drivers) and the freedom they get behind the wheel. In “Car Jacked,” the authors explored these themes of freedom and independence of teens and young adults when they get their licenses. Teens no longer have to rely on their parents for rides and they can become independent. They have the ability to just hop in a car and drive away, giving the driver a sense of power and autonomy. The car has become a rite of passage and we can see it in this commercial. Instead of a teen getting their license, the young man is buying what appears to be his first car.
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ReplyDeletehttp://www.youtube.com/watch?v=BgYBN1IYClE
ReplyDeleteThesis:
A fast car that is like “greased lightning” will get you women.
Triune Brain:
The part of the brain that this music video targets is the limbic region. It is a music video, so of course the part of the brain that processes images and sound would be the most utilized. Males and females watching the video may also feel emotionally involved or attached to the young people singing as well. The video also can spark some flow within the reptilian brain. The video is about sex and males finding females, so that could attribute to the mating part of this brain.
3 Shifts/trends
The first major shift to be noted is the technological shift. When I first saw this movie, it was on a VHS tape and I was a young girl. Now I can type it into YouTube and watch it anytime I want. Almost any scene from any movie can be found somewhere on the internet now-a-days. The second shift is more subtle, it is an economic shift within the music video itself. These young buys are working in a school garage fixing up a car and a small budget, and halfway through the video they begin to dream of a fancy car that has all the best parts. This would be an economic shift because the young men would then look like they were higher class and also have more resources for their car. The third shift was a discursive shift. Everything that was stated in the music video could be part of a conversation, and that is how the music video started. The men were all just sitting around talking about how crappy the car was, and then Danny decides to lift their spirits and show them what the car in front of them has to offer. These shifts make the video all the more powerful.
5 facts:
Five facts from this video are as follows: 1. Fast cars will get you respect, 2. Any car has the potential to be a great car, 3. Cars get you women, 4. If everyone works together and have a positive outlook, then many things can be accomplished, and 5. Men of this age always had access to a comb and cigarettes.
3 Principles
ReplyDeleteThe three principles used in this video are value messages, emotional transfer, and reality construction. The value messages are that a nice car can get people hookups with the opposite sex, and it can help them move up in society. Emotional transfer is that all these guys are singing about this great car and it just makes the viewer happy and wants to sing along or help rebuild the car with them. It really gets the viewer involved. The last principle is reality construction. This video is so much like everyday life and it shows the tradeoffs of working hard, a great car, and the tradeoffs of slacking, a crappy car and no dates. This is relatable for any generation as long as cars are involved in their lives.
5 Persuasive techniques
The first persuasive technique is the use of “maybe”. Danny has a big view of what this car COULD look like and wants the boys to see his view. He knows that just maybe, if they had a few things here and there, the car could be great. The second persuasive technique is plain folks. These boys in this video are just average high school boys with limited money, and parents that are not that involved. This appeals to the plain audience and makes them side with the actors in the movie. The third technique used was beautiful people. While these men economically are plain, their looks excel. The two main singers, Kenickie and Danny are both very attractive men, therefore making women want to listen to them to be able to get with them and men want to listen so they can be like them. The next technique was group dynamics. First Danny is the only one who knows the car can be something great, then after a big of singing and convincing, the other men see what he sees and they all want to work together to make this car into a sex machine. The last major technique used was the bandwagon technique. Every other kid in this era was driving around nice cars and racing at thunder road so these boys wanted one too. And honestly even today once a boy hits high school he even wants one of those nice fast cars. The bandwagon comes with every generation and for most males it happens to involve cars.
SEPRITE themes/relation to readings:
In relation to the public of drivers, these kids were just experiencing the freedom that happened after all that was discussed in the book. These boys had free access to roads, limited surveillance, and fast cars. One thing I did notice though was that there were few women drivers and no drivers of color, so this movie certainly wasn’t focused on the topic of sex or race. Just the actions of having sex and racing cars. (Social structures)
In relation to carjacked, so far this is just an everyday life of these boys. Carjacked discusses everyday uses of the car and how it fits in with American society, which in this movie it does too. I can’t pinpoint exactly how they relate just yet, but they are both illustrating how the car is now a norm in our lives and no longer a tool or possession. (Environments)
Volkswagen Game Day 2013 Commercial | Get in. Get Happy.
ReplyDeleteThesis: Driving a volkswagen makes you happy.
Triune Brain:
This commercial mainly targets the emotional brain, playing on peoples emotions of grumpiness and happiness. It appeals to the emotional brain by connecting with how everyone feels on a monday and then dramatically shifting to a very happy character. The commercial uses music to appeal to the emotional brain during this shift and by the end of the commercial there is music blasting and the entire mood of the commercial has shifted from grumpiness in the office to happiness in the car.
3 Shifts/Trends:
Epistemological shift: For the duration of the commercial there are no words at all! It uses solely images and music to appeal to the viewer. This enables the viewer to simply engage their emotional brain, and never forces them to work too hard by making them read and understand something.
Technological shift: A obvious yet worthwhile statement about the technological shift in which we access this information. Originally aired on the television, this commercial can now be viewed over and over on youtube if it were ever to be missed while watching TV. Not to mention that most televisions now allow you to rewind and rematch what you just saw!
Discursive shift: There is an interesting discursive shift from the “objective” viewpoint that working in an office and mondays are not fun, to the view that everyone should just ‘be happy man’. This is seen in the commercial with the one happy guy that is going around a loving mondays and life overall.
5 Facts:
If you drive this car you will be happy. If you drive this car you will want everyone else to be happy. You will be more popular at work if you use this car. Your boss will like you more. You will be a more optimistic person in the workplace. The day will be perfect and sunny once you own this car.
3 Principals
Emotional Transfer: This principal is fairly straight forward. The video plays primarily on the emotional level, using both music and only images. I think this media taps into the feeling of how bad a monday can feel, compared to being happy in a new car. Playing on the fact that this VW will make mondays that much better.
Value message: I think an unintended value message from this commercial is a somewhat racist view on people with Jamaican accents. throughout the commercial the only people throughout the commercial that are happy have Jamaican accents, implying that if you are Jamaican, you are happy. This isn’t necessarily a bad stereotype, but a stereotype none the less.
Pacing: I find the pacing principal very interesting. Even though they are not talking about the car, but just telling a story and have happy people, at the end they say “Volkswagen” And even though the whole commercial may be moving too fast throughout, you will subconsciously remember that and associate happiness with volkswagen..
5 Persuasive Techniques
ReplyDeletePlain Folk: The average office worker is missing out and unhappy unless they drive this car. It will make your mondays that much more enjoyable if you have this car.
Big Lie: They use the big lie technique to say “if you drive this car, you will be happy on a monday in the office” Obviously this would not always be the case and is somewhat of a ridiculous claim.
Bandwagon: In the commercial the really happy guy tells a coworker and his boss to come on a ride with him, and when they get back they are both super happy and excited. Showing that whoever gets into the car will step out happy on the other end and with no worries.
Bribery: Relating back to the bandwagon theme, when the happy Volkswagen driver gets his coworker and boss to come with him, they come back and he is instantly more popular. Basically saying that if you are driving this VW, you will be cooler and people you work with will like you more and be happy to be seen with you.
Humor: This commercial also uses humor, by having one guy speaking in a very dramatic Jamaican accent and super happy in an office place where everyone is low key and bummed out. just what he talks about and the way he addresses people in the commercial makes for some laughs. Such as when he is talking to his coworker at the vending machine about the sticky bum.
3 SEPRITE Themes
The Environment in which this commercial takes place is very important. They are relating to the suburban office worker and tying in with the plain people idea, showing people in a generic office where everyone is upset until they step outside into this wonderful VW.
In terms of social structure I think that this commercial very much relates back to American Graffiti in terms of having a car. In American Graffiti the car was a status symbol and everyone was much happier when they were behind the wheel or even just in a car as opposed to being on foot. This relates back to the commercial because as soon as the people that are really upset and unhappy get into the car, they become happy and excited and carefree!
This commercial also relates to economics. If you buy this car you will be happy working, and therefore be a better worker and work more. Thereby increasing how much money you have and the ability to pay off the car.
Car Advertisement
ReplyDelete1996 Nissan Commercial “Toys” http://www.youtube.com/watch?v=uXdFKcETEPg
Thesis
Nissan strategically put this commercial out during the time when “Toy Story” was released and their new red convertible was able to bring dolls to life and had the most beautiful dolls riding in it.
Triune Brain
This advertisement uses the Neocortex brain to make the viewer think about the possibility, that if they drive the new Nissan Convertible then they will be able to look as cool as the man in the commercial. In the commercial the music is song that repeatedly says, “you really got me going” meaning driving more and the people in the commercial are all beautiful dolls representing people. The images and the music in the background of the song are using the Limbic brain. The Reptilian brain is used in the commercial because the “people” that are portrayed as people are considered beautiful and are the driving factors to making this commercial successful.
Shifts/Trends
This commercial is a great example of aesthetic shift because it aired on television in 1996 and over fifteen years later I am able to watch it on YouTube from the convenience of my computer. It used the setting of a child’s playroom as the background for the film and uses the idea of cultural shift, because the child’s play car and dolls come to life to make the commercial. The commercial is also a discursive shift because the meaning of the commercial is left up to the viewers, although the message is direct it can be interpreted in different ways.
Facts
The Nissan commercial portrays that beautiful adventurous men drive red Nissan convertibles. It also says that people who drive this car can drive in and out of traffic or other obstacles. Another point is that they can beat out the competition which would be other cars, but it was a cat in the commercial. Only Nissan cars can drive that fast. To find a beautiful woman you have to drive a Nissan.
Principles
ReplyDeleteThis commercial leaves a lot of room for individual meaning, if I had watched this commercial as a child I would have thought it was not as interesting. Watching it now as an adult I found it more interesting too because I understood it better and it reminded me so much of “Toy Story.” They created it to look identical to Toy Story because during that time period it would have lured more people into buying the new Nissan. The value messages of the commercial focus on the beauty of the driver and the woman that gets into the car, and if you drive this car you will be able to get beautiful women just like her into your car. The production techniques used were different angles moving from room to room to capture him driving his car in and out of traffic(which was furniture).
Persuasive Techniques
Simple Solutions was used to describe if you drive this cool new Nissan convertible you will be able to pick up girls. The technique of symbols was used because the commercial used only dolls and toys instead of people, but it did follow a similar backdrop as the movie “Toy Story.” Although this commercial was filmed around the time when “Toy Story” was filmed, viewing it now brought a sense of warm fuzzies and nostalgia because it brought me back to my childhood when you thought that toys could be real and how toys have such an imagination to a child. Strength was used when the main character used his adventurousness to jump and do flips off the bookcase and is strong enough to make it all the way to the car and then weaves in between all of the furniture to get to the woman.
SEPRITE THEMES
Social Structures
The commercial applied to any gender or age of a person because it was filmed with toys to attract children to want their parents to have the car, but it appealed to older generations because of the people driving the car. The advertisement did gear towards a higher level of income because they used a women dressed in nice tennis clothes that then changed into a beautiful dress to get in the car. This commercial reminded me of “Republic of Drivers” because I felt that the book focused so much on the appearance and social status of people driving cars and how people of certain race, gender, and socio economic statuses were not socially allowed to drive cars.
Technology
The commercial was centered around the Nissan convertible which without technology would never be possible. The commercial uses the technology of making toys come alive also. The car focuses on how people are getting from one place to another and how they are able to move and avoid objects such as the cat in the commercial. Even though he was not going a long distance, from one bedroom to another he was able to move quicker than walking. This relates to “Carjacked” with some of the same themes that cars are used out of convenience and not always necessary.
Environment
The commercial opened with the main character, still as a toy then we jumped off the bookcase and jumped into his car. He then used his binoculars to find the beautiful woman’s house and then she came out of the house and got into the car. The commercial was filmed all inside of bedrooms and a hallway and the children toys were the main background.
Amazing 90's Volkswagen ad - http://www.youtube.com/watch?v=BIOW9fLT9eY
ReplyDeleteThesis
Driving a Volkswagen is conducive to meaningful friendships and making memories.
Triune brain
This ad really stimulates the limbic brain by acting on the audience's emotions via romantic images and music. There is a huge starry sky, a rural landscape where only the highway is illuminated, and a moody Nick Drake song. This ad captivates the limbic brain so strongly that the neocortex and reptilian brains don’t need activating.
Shifts/Trends
Technological shift: I saw this on youtube, where many other Volkswagen advertisements are accessible. Before youtube, video advertisements could only be seen on television, where the audience does not have a choice as to what appears on their screen.
Epistemological shift: This advertisement represents a shift from word to image. The ad uses images and music as its method of communication, rather than words.
Economic shift: Nick Drake’s music didn’t sell well during his lifetime. Decades later, Volkswagen included a song of his in one of their ads, positive that the ad would aid them in selling cars.
Facts
A Volkswagen provides you and your friends with meaningful experiences. Driving at nighttime in a VW is more meaningful than going to a big party. A moving VW is a great place to look at nighttime scenery. (Text at the end of the ad says – “The Cabrio/Drivers wanted”) The VW wants to be driven.
Principles
Individual meaning: This ad communicates a very powerful emotion in a vague way, so the viewer can feel like the ad is about his or her own unique memories.
Value messages: The ad portrays the value of friendship, and asserts the VW as the perfect place to spend time with friends.
Reality construction: Nostalgia distorts the way people think about their past. This ad persuasively constructs a reality where the viewer’s youth is just as good as they remember it.
Persuasive Techniques
Group Dynamics: The group of friends driving around in the VW eventually decides that their time is better spent together in a small group than with drunken strangers.
Nostalgia: The music, imagery, and plot of this ad are all nostalgic. Driving a VW feels like reliving moments the viewer nostalgic for.
Symbols: The VW logo is displayed in front of a starry sky at the end of the ad.
Big lie: Driving a Volkswagen is conducive to meaningful friendships and making memories.
Beautiful people: One of the last shots of the ad is the face of very attractive girl.
Seprite themes
-In Republic of Drivers, Seiler talks about the highway as a place to perform freedom. In the ad, the passengers opt out of going to a party, favoring the highway.
-In Carjacked, Lutz & Fernandez talk about how romantic notions of driving for some people stems from the image of a man driving a vehicle with a woman at his side. In the ad, a man is the driver, and numerous women are passengers.
-Social structures: the ad makes a divide between partygoers and the people in the car, and makes those in the car seem cooler.
Audi Commercial
ReplyDeletehttp://www.youtube.com/watch?v=ANhmS6QLd5Q
Theme:
Gain the bravery and confidence you need when you drive the new Audi.
Triune Brain:
At first, we the viewers are engaging our emotional brain because we feel bad for the cute teenage guy who couldn’t get a date to the prom, especially as his mom and his nasty little sister make it infinitely worse. Then, just as we expect for him to have a terrible night even in his tux, his dad saves the night by tossing him the Audi keys and saying “have fun tonight”- not be careful, don’t drink, or if you so much as scratch my expensive car I will have your head. Instantly we are switched to the reptilian brain as we experience this excitement of not knowing what is about to happen. The reptilian brain is also utilized at the end of the commercial when he is speeding away from the fight that he had with the prom king. Our rational brains are engaged as soon as he pulls into the “principal only” parking spot, wondering why that spot would be open and why there would be no consequences for parking there. Also, the kid with no date immediately walks directly up to the beautiful prom queen with her large boyfriend and kisses her- we are instantly wanting to stop him in his tracks and ask him if he’s crazy.
3 Shifts:
The first shift that I noticed was that this commercial incorporates very few words, using only image in terms of environment as well as facial expressions and music to convey a very clear message. This is also a cultural shift because this commercial was first aired during the 2013 Super Bowl, which means that each viewer was monitored in order to gain a complete count of viewers of the game, as well as to count how many people saw this ad for the benefit of the car company. Lastly this is an aesthetic shift because the commercial is easily accessible via YouTube, or any 2013 Super Bowl Ad page.
5 Facts:
ReplyDeleteNo matter how horrible your night started off, it will become a million times better if you so much as drive this car a few miles. Instantly, your self-confidence and bravery will sky rocket and, although you are attending a high school prom alone (which is incredibly embarrassing), you will become a daredevil. You will even be tempted and might even break a few rules. Want the prom queen? No problem, she wants you too- just go up and kiss her right in front of her hulking football-playing boyfriend and prom king. You will be fine after all of this, in fact you will even be great because you can speed away in your beautiful Audi and have had the most amazing night of your life.
3 Principles:
This commercial definitely uses the principle of emotional transfer by truly creating a situation that every individual who attended high school can relate to- the fear of going to prom alone because you can’t find a date. Most of the audience is instantly attached to this kid and feeling bad for him, when suddenly the emotion shifts to excitement and confidence which we are happy about because the ad already has us routing for the kid’s happiness and success- which only comes about by driving the Audi. The pacing of the video is very fast, which a lot happening all around especially in the background as the story line reaches its climax- especially at the prom itself. It is overwhelming, but it highlights the true speed of the car, even if that isn’t quite obvious at first glace. It also brings individual meaning because to the dad it is his personal car and probably very valuable to him but we don’t know much about his character besides that he knows that this car is fun. To the boy, it is an amazingly awesome looking sports car and he is instantly excited to drive it because, for him, this means a raise in status on the high school popularity/cool scale.
5 Persuasive Techniques:
ReplyDelete1. Plain Folks: As I mentioned, this technique applies because most everyone can relate to the prom and the huge to-do that it is for a high schooler.
2. Strength: As soon as the boy gets into the car, his attitude and demeanor changes, creating a completely different and very bold character who is tough and willing to try anything.
3. Beautiful People: The boy gets to kiss the beautiful prom queen because he drove this car, making her beautiful boyfriend very angry.
4. Humor: When the little girl chimes in after her mother says “People go to the prom alone all the time nowadays” with “No they don’t!”
5. Hyperbole: At the very end, the first text that we see is just the word “Bravery”- kind of like Red Bull gives you wings.
SEPRITE Themes:
Despite the older man being the actual owner of the Audi (which, in turn, helps to round- out the targeted consumers) this commercial is mostly geared towards younger specifically men, in terms of social structures. This is because it creates the idea character that young men want to be/ have- looking good, high confidence, gets the girl and goes fast in a car. What could be better? Besides the couple of girls who yell out the window of their car, there is not too much for racial diversity, and doesn’t encompass a lot of its audience this way. As with a lot of what the Republic of Drivers discussed, there is a large message of the individual ideology at play here. The message is literally screaming do your own thing, go against authority and be a free, new man when you drive this car. It is really driving the point of individual ownership (and it being “life changing”) home here. The environment that we see go from home, to road, to party, to road again- the main focus, I would say, being the road. This is purposeful because it is not to be forgotten that this is a car ad, and not just the success story of a young man whose night turned out much better than expected. It is interesting, though, that the exterior of the car is rarely shown- the road more so- and the only really impressive shot of the car is when it is turned on in complete darkness and we get a glimpse of just its headlights.
http://www.youtube.com/watch?v=imEM9DPUd5U
ReplyDeleteThesis:
The driver of a Smart Car experiences enhanced mobility, allowing them exclusive access to places from which larger vehicles are restricted.
Triune Brain:
Immediately we are exposed to music; an upbeat, lyrical song engages the limbic brain and causes the listener to associate the commercial with positive feelings. This commercial also engages the reptilian brain, as we sympathize with Kobe and his young Asian friend as they attempt to take FLIGHT from this elephant, running from an uncertain outcome. Finally, the neocortex is briefly engaged as text flashes across the screen at the end of the commercial, delivering the Smart Car tag line and the message “<<Big, in the city.”.
Shifts/Trends:
Obviously, this advertisement is an example of an epistemological shift, representing the change from word to image. This advertisement was composed of primarily images, rather than text, as we viewed it on the screen. It is also important to consider the aesthetic shift associated with this video, as we are able to view it on our smart phones, our laptops, and in class, a projector. The multi-platform technology allows us to view this video on these different devices for added convenience. Finally, this video could be construed as representing a discursive shift. We all have preconceived notions about the car, and the actors present in the commercial. These notions were formed by media and increased exposure due to technology, which destroys our objectivity.
5 “Facts”:
-The Smart Car is extremely maneuverable, with an excellent turning radius
-If you drive a Smart Car, you will be a member of an elevated group of open-minded people.
-The Smart Car has an on-board navigation system
-The Smart Car has a low clearance, allowing access to tight places
-The Smart Car has a stylish exterior and interior, that attracts attention
-Elephants can do tricks on Smart Cars
3 Principles:
-Value Messages: Owners of Smart Cars are kind, and willing to help others at a moments notice.
-Emotional Transfer: Upbeat music and cute kids in an exotic atmosphere leave the viewer feeling like the Smart Car is a responsible yet fun choice for a vehicle
-Pacing: The Smart Car flies through the video, leaving us constantly trying to keep up, mentally. There are multiple different movie sets, and lots to look at in each of the complex scenes.
5 Persuasive Techniques:
-Group Dynamics: The actors in the commercial have a sense of camaraderie immediately, despite the fact that they had just met. It erases any idea of solidarity.
-Warm Fuzzies: The kids dressed in costume, the elephant, as well as the cute music all invoke the ‘Awww’ emotion in the viewer.
-Testimonial: Kobe Bryant drives a Smart Car, why don’t you?
-Card Stacking: We only witness the Smart Car in action on a closed movie set. It does not give any safety features, or provide any information about how the car would perform on a highway, or in another setting.
-Humor: The commercial attempts to appeal to our sense of humor, as Kobe chauffeurs a small boy dressed in a giant peanut costume away from a hungry elephant.
Separate Themes:
-The theme of cars as a facilitator of adventure. We as consumers are constantly bombarded by the ideas that cars will bring us someplace wonderful, that we’ve never been before. This commercial is no exception, as Kobe Bryant drives through space and ancient Rome, while seeing monsters, angels, and all sorts of characters along the way.
Range Rover Evoque
ReplyDeletehttp://www.youtube.com/watch?v=Vh5wBpsiVgQ
Thesis: You can’t leave it, once you touch it.
Triune Brains: This commercial appeals to the limbic brain. It opens with a yeti in the snow-covered mountains, who happens to stumble to the sight of a Range Rover Evoque. While the yeti enters the car, sits down, and grips the steering wheel, we here calm and soothing music, appealing to the sounds and music portion of the limbic brain.
3 Shifts/Trends: The first shift is the epistemological shift from word to pictures and images. Rather than just hearing about how the Range Rover can take you to the mountains and find yeti, we can see both the yetis’ discovery of the car and the surprised response of the driver. This commercial also shows the aesthetic shift and the convergence of technology. These cars not only take you places, but now you can warm your hands as you get there. Once trend I saw in the filming of this was the use of lighting. I thought this was a great commercial because of the angles and light they used to show off the heated steering wheel.
5 Facts : Yetis do exist. You can drive to the peaks of mountaintops with this car. You cant’ leave the car once you touch it. Yetis don’t like getting their pictures taken. The steering wheel will make a yeti cry its so warm.
3 Principles: The first principle I noticed was Reality Construction. The commercial creates an alternate reality where one can drive to the tops of mountains and see yetis. There is also an Emotional Transfer as we see the yeti shed a tear of joy an comfort, a truly beautiful moment. This commercial did however have a great value message, which is that this car allows you to go explore the great outdoors.
Persuasive Techniques: The first technique we see is humor and the yeti discovering the great warmth of the steering wheel, as well as when he rips the steering wheel off the car and the bag later explodes in his face. The next technique is the warm fuzzies when we see the yeti begin to cry. We also see hyperbole in the phrase “You can’t leave, Once you’ve touched it.” It appeals to plain folks as well, the average adventurous man would want a car like this. Lastly it also has signs of strength in it. instead of the man running away from the yeti, he braves it and tries to take a picture.
SEPRITE: Environments was the first theme I saw. This car can take you to all sorts of different environments, including the mountains. It is using the environment as a way to attract people to its automobile. The next theme I noticed was technology, now we not only have the technology to get you to the top of that mountain, but we can also keep your hands nice and warm will you get there. This relates to the economics theme also, because just as we learned from Seiler, the car seems like it is available for everyone, but only certain socioeconomic classes can afford it.
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ReplyDelete