THESIS:
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.
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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:
This 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
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