Project 1 Ryan Schroeder

http://www.youtube.com/watch?v=ZRd3lrukxu8

Thesis:

           This commercial shows that GoPro technology putting millions of people in the same perspective that only a handful

Triune Brain:

           The neocortex brain is activated in the beginning and end of the commercial when there is the text.  GoPro makes it easy to remember their name because they only have that one word with strictly images in between. The reptilian brain is activated when the viewer sees the male lion striding towards the man in the commercial.  This activates the fight or flight instinct because the last thing you expect is a hug from the lion.  The limbic brain is activated when processing the images of the lions and the man.  This is the way GoPro usually advertises.

3 Shifts / Trends:

            The first shift is the epistemological shift.  This shift is the most obvious because of the main focus on images throughout the commercial.  GoPro shows the perspective of the technology but not the product itself.  The second shift is the aesthetic shift.  This shift occurs in every Youtube video because it is a streaming website with access to other users.  The third shift is the technological shift.  This shift occurs because GoPro is conveying their new technology in the video industry.

5 Facts:

1) The lions love this man.

2) The man loves the lions.

3) The GoPro camera floats above you when you use it.

4) GoPro technology gets you close to danger.

5) Lions are nicer than we thought.

3 Principles:

           The first principle is emotional transfer because of the mixed emotions this commercial brings out.  Viewers are scared to see a lion so close because of how dangerous they are, but when then the man cuddles with them.  This leaves the viewer happy and feeling adventurous.  The second principle is ownership.  GoPro made this commercial to show the perspective of their camera.  They simply have GoPro come up before and after the commercial for the viewer to read.  The third principle is individual meaning because of the small demographic.  GoPro cameras do not have very good resolution compared to other video cameras because that is not what it is designed for.  It is designed for adventure seekers that want to record their experiences. 

5 Persuasive Techniques:

         The first technique is Repetition because they show the GoPro logo at the beginning and the end of the ad.  The second technique is Humor.  This happens when the man is cuddling with the two lions because not many people have ever seen that.  And most people think the opposite will happen.  This same part of the clip can cause Warm Fuzzies.  The lions are snuggling with the man like they are house cats.  Symbols are used when the logo comes up and when "Be a Hero" appears on the screen.  This commercial also portrays strength.  The man physically has to hold his own with the lions.  He also has to have mental strength to remain calm with these huge animals. 

3 Themes:

          One theme of the commercial would be the level of excitement that is occurring for this man and the viewer.  It makes the viewer want to get out and do something they have never done before.  Another theme could be that everything may not be as it seems.  Most, if not all, people would have thought the lion would attack this man, but the video shows otherwise.  The last theme of the commercial would be the advancing technology.  The small size of the GoPro has vastly expanded the filming possibilities.  

  

          

Microsoft Surface

Thesis:

The Microsoft Surface is a great device for everything in your life.

Triune Brain:

·      Limbic- the music playing is upbeat and makes you feel good, also there is a lot to look at like the keyboards and the colors, also seeing the connection of the keyboard to the Surface and hearing the “clicking” noise

·      Reptilian- when you first see the commercial you wonder why people are dancing with the Microsoft Surface and it ignites your fight or flight because it makes you want to do it.

·      Neocortex- isn’t used as much as in this commercial because there isn’t much if any text at all to read until the end when you see that the tablet is called the Surface and it is made by Microsoft.

3 Shifts/Trends:

·      Epistemological- the way in which I found this video is an example of an epistemological shift because I searched for it myself because I wanted to watch videos instead of reading text.

·      Aesthetic- is represented in the ability to access videos online as the convergence of formally separate media platforms.

·      Cultural- nothing is private anymore as we are all under surveillance. However the fact that things that I am interested in are ad’s on the side so I don’t have to search for new things I already have recommendations from ad’s on YouTube.

5 Facts:

·      Everyone’s clicking into the Microsoft Surface.

·      The keyboards come in multiple colors.

·      The colors are stylish and can brighten up your life.

·      The Surface has something for every part of your life.

·      The keyboard is easy to click in to the Surface.

3 Principles:

·      Pacing- this commercial runs at a very fast pace because they have a lot to show you and complex dance moves.

·      Production Technique- plain folk setting looks to be at an office park, the lighting is great to show off the product and the people dancing and the music playing.

·      Emotional Transfer- the music makes you feel good and want to get up and dance with them, you kind of get used to the clicking noise and want to do it yourself.

5 Persuasive Techniques:

·      Bandwagon- here you see everyone from moms to businessmen to teenage girls using the Surface, everyone’s using it.

·      Flattery- Microsoft does a great job of showing off the keyboards and the colors for example the women using the pink keyboard, men using the blue keyboard the businessmen and women using the black keyboard.

·      Plain Folk- the entire commercial is made up of plain folk using the Surface, if they can use it so can you.

·      Repetition- is used with the keyboards clicking into the Surface, repeating this noise is showing you that the Surface is unique and no other tablet makes that nose.

·      Humor- I found humor in the girls dance moves and the choreography for the rest of the commercial.

3 Course Themes:

·      This commercial shows us that technology is advancing in ways, which we are not used to, everyone is used to seeing the Apple iPad but Microsoft used a similar concept and created their own tablet. The Surface is visually appealing because of its sleek design and colorful keyboard attachment. It allows us to multitask and converge all of our favorite apps onto the home screen.

Erica Kamerzel Project 1

Erica Kamerzel

Media Revolutions Project #1

Due 2/12/14

-          http://www.youtube.com/watch?v=Dxy4n0UT82o#t=81

-          Thesis: Honda has a reputation as an innovative company; therefore, their products are worth buying.

-          How Does This Video Utilize All Three Parts of the Brain:

o   Neocortex – At the very end of the video, the words “Honda; The Power of Dreams” are on the screen, forcing your brain to utilize its ability to recognize and process words.

o   Limbic – Audio: The different sounds of each invention, the voice of the man whose hands are in the video. No background music.

o   Limbic – Visual: The changing inventions throughout the video clip, as well as the transitions between them.

-          Three Shifts:

o   Epistemological Shift – This video is an example of our world’s shift to image-based ideas and concepts.  Note the very minimal amount of words in this video.

o   Technological Shift – Not only does viewing this clip require certain technological inventions, i.e. the computer and internet, but it also shows the technological advances created by Honda over the past 65 years.

o   Aesthetic Shift – This video represents an aesthetic change through how viewers might be watching the video (i.e. on a computer, phone, etc.).

-          Five Facts or Claims:

o   Honda has made something for almost every part of your life.

o   Honda is an innovative and creative company.

o   Curiousity is all it takes to create something.

o   Human hands are capable to creating all sorts of things.

o   It is very easy for Honda to create successful technological pieces.

-          Three Principles of Media Education:

o   Pacing

§  The quick shifts from invention to invention help represent the creativity of Honda’s many years of being a successful business

o   Ownership

§  Look at all of these cool inventions we have made.  If you support our business, who knows what we will continue to make in the future?

o   Individual Meaning

§  What sorts of inventions have been made, and could be made in the future, to appeal to me?

-          Five Persuasive Techniques:

o   Denial  - In denial of the negative impact of inventions like gas-burning cars, lawn mowers, etc., Honda uses this commercial to draw people’s attention to the positive thought of human progress.

o   Nostalgia – This commercial has viewers look back on the good part of Honda’s legacy, its many inventions, while electing to ignore the difficult future of innovation that is coming.

o   Repetition – The hands repeatedly perform some sort of action in order to create a new object.

o   Card Stacking – This ad is lying by omission.  It points out many of the successes, but fails to show the failed creations over the years.

o   Timing – Much like the pacing of this advertisement, the timing is important because it helps to show a very large number of Honda’s inventions in a short period of time.

-          Three Course Themes:

1.      This advertisement is detailing the technological change that we have been talking about so much in this course.  Although Honda is predominantly a transportation company, it is easy to see that there has been a wide variety of technology over the last 65 years.

2.      The concept of convergence is seen in the ways in which Honda is showing this clip to the masses.

3.      Honda appeals to people through its selective, but blatantly apparent, appeal to the limbic part of the brain in this ad.  Through the lack of background music, spoken word, and even color, this commercial appeals to a part of your brain that is not simply logical.

Nathan Hetrick- Project #1, New Audi A3 Sportback 2013 Commercial

http://www.youtube.com/watch?v=ce-kuzpiRNU

Thesis:

Digital media gadgets provide wide ranges of electronic functioning from the comfort and convenience of your own vehicle with navigation that helps you plan your activities throughout the day with no trouble. The car is highly equipped with new technology.

Triune Brain:

The stream of decision making focused on the thinking pattern of the neocortex brain makes one dig deeper to discover whether you can actually live a life of leisure with no stress, regrets that comes along from accessing modes of communication through a built-in electronic tablet. The high beat of the music makes the limbic (feeling) brain happy with appealing images, a positive attitude on the road to success as the man gets ready for a date/outing with a loved one. The good mood of the song in the background plainly mentions and seems to fit perfectly with the events taking place in the short story as it is stated “two hearts beat as one” and then “pick you up at seven in for heaven…this is what I’m living for” foreshadows the encounter to come with the women seeing another couple next to her outside the airport entrance being reunited. The reptilian (instinctual) brain provided mating between the man and woman resulting in excitement on both parts to spend romantic time together on the memorable beach setting overlooking the scenery. The buying of the flowers and the drive as well as meeting at the airport represented the embrace and care shared for one another.  The man wanted to make a good impression on her after arriving back from a trip.

3 Shifts/Trends:

The site of where I had gone to find this commercial at any time instead of waiting for it to possibly show up on the television is related to an epistemological shift. For what an epistemological shift is known as which is being an image rather than words completely aligns and characterizes YouTube because it overwhelmingly consists of videos with images along with speaking or music singing. The Website has primarily no written out words on the screen excluding lyrics or translations of different languages. An aesthetic shift is represented in the ability to access videos online via streaming technology. There used to be just individual devices that would only cover one purposeful task, but the internet has converged to evolve its roles to an ever ending amount without having to switch to different devices to utilize another operation. Continued advancements in technology will be forthcoming forever. A cultural shift is seen is seen in the played video because the YouTube as well as other media forums holds the rights to everything posted. So in that case advertisements appear off to the side of the page based on past patterns of things you look up seen in your history data section, other pages visited, consistent main interests, and hobbies.

5 “Facts”:

The car commercial claims that if you by the new Audi A3 Sportback you will be more prepared for daily activities and happenings. Then there is the positive mood and enjoyment of life that comes along with it. Another is that you will have a greater ability to deal with unexpected responsibilities that you potentially will be faced with. Finding destination locations are easier with the built-in electronic tablet location right at your fingertips for convenience when you are in a rush to meet a loved one. Owning Audis leads to perfect relationships bringing couples together because of the comfort, online communication you are provided with, leading to more time to spend together.

3 Principles:

The value messages of this commercial present, that if you are a young man, then your romantic relationships will be improved with the help of the new Audi 3 Sportback. The technique of individual meaning used in this commercial is focused on the demographic of young men in the early stages of adulthood because of their desire to start a family with a happy lifestyle likely appealing to their minds while experiencing this scene play out in front of their eyes. The emotional transfer happening as a result of this commercial is happiness, hope, positivity when it comes to the impact the experiences transpiring throughout with the opportunity for all to live a bright, welcoming lifestyle full of enjoyment and fulfillment of set out ideals. The upbeat, inspiring music experienced in the advertisement played a crucial role in the emotional state felt and relate-ability many individuals could likely make in association to the short story.

5 Persuasive Techniques:

In the commercial there is a sense of a symbol used when the Audi vehicle drives by you can see the logo symbol consistently as well as the slogan at the end they use “Audi A3. Way Ahead.” This means the company is doing the best to persuade the customers that the new innovation is beneficial and worth the cost of purchasing to advance your way of life by becoming more familiar with the digital technology encompassed in the vehicle. It also illustrates plain folks because the man and woman featured are just normal individuals with working jobs being able to afford and utilize the technology shown. Repetition is heard in the video with the statement “two hearts beat as one” being mentioned multiple times, placing a strong emphasis on a couple becoming one complete person when in deep love together, turning into one ultimate individual. Warm fuzzies seen with the man buying flowers before picking up the woman at the airport, giving her a hug, holding hands in the car, and going to the beach together to conclude the day. They were very romantic decisions made by the guy to show his care, wanting to be by her side, and that he had missed her from being away. The commercial presents timing to its viewers through fast paced music with a great beat, rhythm, and style to jam out to that will put all people in a cheerful mood to have a good time with close friends and /or family.

3 Course Themes:

This car commercial demonstrates the idea that our lives are fulfilled with the company of people we care about as well as strengthening our bonds with them through meaningful gifts, being there when needed, and trips to memorable as well as breathtaking locations. Life is made simply easier with fewer possible forgetful misunderstandings from the assistance of built-in electronic tablets which strengthens networks with important individuals who are very much a part of support system that keep you grounded, true to yourself. Music provides people an outlet from reality, just to relax on your own from soothing music that can bring up your spirits when you are having a bad day as well as put you in a good mindset before coming home to those you care dearly about.  

Project 1

Technology Changes Everything

THESIS:
The main argument of this commercial is that the use of technology is crucial to getting a degree because it can turn the world into your classroom, as opposed to learning from within the confines of four walls.

TRIUNE BRAIN:
The first brain this commercial engages with is the emotional brain. A lot of people connect with images of children because it brings back fond memories of their childhood. The children are also speaking positively and portraying an uplifting message. The rational brain is engaged throughout the commercial, but more so at the end when one child asks you how technology will change you. This requires the audience to think about the different ways that technology changes your life. The last brain this ad engages with is the reptilian brain. It does so by repeating words and images, which keeps your brain actively thinking about what the children are saying.

3 SHIFTS/TRENDS:

The largest shift represented in this commercial is an aesthetic shift. This is because the ad discusses how technology can move a learning environment from inside a classroom to out into the world. The next shift shown in this ad is a personal shift. The technology shown is allowing people to learn by self-teaching, instead of lecture-style with a professor. The final shift shown is an epistemological shift. In a traditional classroom, most things are handwritten on paper, whereas in this “worldly” classroom, there is no need to for things to be written down when they are all on the portable screen in front of you. 

5 "FACTS":

The largest claim this video made about new digital media is that it can change the higher education system. A second claim made is that technology “makes things smart and bright”. A third claim made in the commercial is that connecting technology to the internet can bring knowledge. Another claim made is that this knowledge can be accessed through online classes, courses, and seminars. The final claim made in this commercial is that technology can change education because the world can become your classroom.

3 PRINCIPLES:

The first principle shown in this commercial is individual meaning. This is because the ad portrays that children understand that this use of technology can help people achieve their goals of getting an education. This ad is meant to target people who want to receive a higher education, but not in the traditional way, because it provides an alternative to classroom learning. The second principle shown is emotional transfer. By using children, Ashford University brings a sense of innocence to their commercial because people feel like they can connect and relate to the children. The final principle shown in this commercial is “reality” construction. By adopting technology as the primary way to learn, Ashford University is providing a trade-off situation for their students. Students can get a diploma if they agree to learn outside of a traditional classroom.

5 PERSUASIVE TECHNIQUES:

This commercial uses many persuasive techniques. The first and most obvious is the warm fuzzies. This entire commercial shows images of children, which warms most people’s hearts. The second persuasive technique shown is nostalgia. The images of children will often invoke reminiscent memories of one’s childhood and who they idolized and why, which is exactly what these children are doing. They’re telling us about the people they look up to any why. For these children, the people they idolize are older family members who received a degree form Ashford University. The third persuasive technique is the commercial’s use of repetition. Not only do the images of children continuously fill the screen, but also these children repeatedly use the terms “smart” and “bright”. The fourth persuasive technique used in this commercial is plain folk. These children are talking about their family members who received their degrees from Ashford University. The message is this ad is that if they can do it, you can too, through the use of technology of course. The final persuasive technique is rhetorical questions. This commercial ends with the children asking two questions; “isn’t technology great?” and “if you had a degree, would it change you?”. These questions are intended to get the audience thinking about the different ways that the use of technology can better their lives.  

3 COURSE THEMES:

The use of technology is crucial to obtaining a degree in today’s world. By getting a degree, you are changing and bettering yourself. Technology itself is smart and bright, and, therefore, by using technology, you become smart and bright as well.

Chris Puliafico

Feb 12, 2014

Media Revolutions

Professor Williams

Robin Thicke Commercial for the Beats Pill

http://www.ispot.tv/ad/7Z2j/beats-pill-song-by-robin-thicke

Thesis:

This commercial is telling us that cool little devices like the Beats Pill will allow you to instantly have a party no matter where you are and then after you break out your party, gorgeous people will come. So buy the Beats Pill and take it with you everywhere.

3 Observations of the Triune Brain:

The first part of the brain that is captivated is the Reptilian Brain. The beautiful women appeal to all the men and Robin Thicke appeals to all the women. These instinctual feelings are pushing us to continue to watch as these beautiful people enjoy a fun party. The Rational Brain is saying, its small, its light, its appealing and it is making really good music. I could probably afford to own this. The Emotional Brain is just grooving to the music and relaxing which reminds us that music is very relaxing and we should probably want to have quality speakers to enjoy the music whenever we want.

3 Shifts/Trends:

The Aesthetic Shift that is occurring in this video is the shift from big sound (big box) to big sound (small box). The way that music is being enjoyed is constantly changing. Music devices that epitomize the digital revolution such as wireless, cordless, and weightless mean a big shift in aesthetics.

The Cultural Shift to commercials that are like music videos represent the generation that wants to enjoy themselves even through commercials.

 The Epistemological Shift that is being represented occurs in a couple of ways, the way the commercial evokes all the twitter language and over-use of #uwantit, etc. makes a much bigger impression than any words or phrases could. The use of the “pill” while the gorgeous women put on their nurse uniform and wheel around the music boxes make for very interesting use of the name “pill”.

5 Facts or Claims the video can make about the new digital media:

1. Small gadgets are really cool and really cool people use them.

2. If you use cool digital gadgets like the pill, beautiful women will be around you.

3. Music that can go anywhere with you will guarantee you a good time.

4. You will be the life of the party and who wouldn’t want to be the life of the party?

5. Twitter and other social media outlets are already onto this new trend, you will be seen as a real media leader if you tweet or follow the pill on Twitter.

3 Principles of this video

The production technique that is used with the monochromatic colors and the red mixed in to highlight certain important features make this video really impactful. The Value messages come at you at a very fast pace in this video. If being popular, being beautiful and fulfilling your fantasies are values you desire, you can have them with this digital product. The individual meaning that comes through is appealing to both men as individuals and women as individuals. Women aspire to have their own taste and style in music and clothing and men can picture their own individual style of music coming through the pill.

5 Persuasive Techniques used in this video, and a specific illustration of each

Since the commercial itself is about something very appealing, a technique that is implied is The Big Lie if you get the pill people will want to hang around you for the product. Others will covet this product when they see it. There is also Simple Solution music. Being cool is very meaningful and thus if you are to be persuaded to buy this product, you must want to be cool. Beautiful people models are also very persuasive in this video. There is no individual that is not extremely thin and moving freely at will. Dancing and movement are also liberally used here. Bribery if you get this pill, you will be moving more and better who doesn’t want dancing girls around them. Robin Thicke is making his case that you can be on the bandwagon with all the cool people if you have one if these digital gadgets.

3 Course Themes:

The commercial featuring Robin Thicke and his “u want it” video is a very clear example of how media has grown to use peoples emotions against them when trying to sell products. The video tries to make people believe that they need the “pill” because it will enhance their life so that they now have the ability to throw random parties at their will. The song itself is a draw having the words “you know you want it” although meant in a sexual way by Robin Thicke is very clearly showing that “people” want the Pill. The commercial also stress the point that the technology behind the pill is being advanced very quickly and that this new development is far better than the rest.