Example: http://www.youtube.com/watch?v=Y_CRONANoyI
KIA optima “one great ride”
Thesis: Everyone wants to ride the KIA Optima because it can take you anywhere.
Triune Brain:
The storyline catches the attention of the reptilian and limbic brains first and foremost 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, and is very exciting the whole time. The music is very dramatic and helps the viewer to have an emotional connection with the car. However, as the car goes through 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 reptilian and limbic Brains.
Limbic: Explosions -> fight and flight
Reptilian: Music and special affects -> creative and captivating
Rational: not addressed Shifts/Trends
The cultural shift is illustrated in the speed of the commercial. We are forced to be process information quickly, and visually. our culture is moving to fit more images in a small time frame to get across a message quickly.
The epistemological shift is shown clearly because we're viewing this on youtube. It has no words, and can be viewed by almost anyone in the world with internet and a working computer.
The Personal shift is illustrated because we can view this on youtube, and comment on what we think of the commercial.
5 "Facts"
- If you use this car, everyone will be jealous of you and want to use this car too.
- if you use this car, you will go on many adventures.
- This car can travel through different dimensions.
- This car is wanted by everyone and everything.
- This car can whether any circumstance. like being handled by a sea monster, for example.
3 Principles
- Value messages: 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.
- Pacing: The pacing between each scene is incredibly fast. It doesn't give the viewer time to consciously process all the frames, and therefore it's much more difficult to analyze.
5 Persuasive Techniques
- 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.
- Strength: They also show how strong the car is, and how it can take you through so many adventures in your lifetime.
- Hyperbole: Their exaggerated claim is that the car can go through different dimensions and arrive at every location safely.
- Beautiful People: beautiful people are shown on the boat, they are obviously upper-class.
- Group dynamics: groups of aliens, groups of "Native" people, both want the car, even goes as far as to worship the car and summon it from another dimension.
3 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, Seiler writes about the experiences of White women with automobile culture. In this video, their oppression is being upheld because White women are portrayed as props in this video. One White woman is seen handcuffed with a man by a police officer who stole their car. She doesn't have much of a role. Then, on the boat White women are seen in bikinis. This is to illustrate the man's dominance in the situation, and to express his masculinity by over feminizing the women around him. (Also, he may or may not be in Brown-Face. I'm not sure.)
Seiler also talks about the different experiences People of Color (POCs) have with automobiles. I Thought this commercial was interesting, but there are 2 POC clips were all the way at the end of the commercial and in the helicopter, 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 to that culture they were trying to portray. It's making fun of Native traditions and religions to portray them as "worshipping" a car. Also, the POC in the helicopter might have been middle eastern (?) and he is shooting a missle-looking car-claw from his plane. That was also depicting him in a negative light as the attacker. But really, at the end of the day, putting the one middle eastern person in the commercial to shoot a missile looking contraption usually isn't the best idea if media wants to battle islamophobia and contributes negatively to islamophobia. It's quite unfortunate how negatively this commercial illustrates POCs.
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