Thesis – Although technology may seem to distract from time spent with loved
ones, it actually serves as a way of preserving cherished memories.
Triune Brain:
·
Limbic
o The imagery of how happy the family is spending time together on this
perfect family vacation to Universal Studios makes the viewer long to be a part
of a similar experience with their own family.
o The music also plays a role in targeting the emotional brain because
throughout the video, the music sets the mood as being warm and happy. At the
same time, the music is a new arrangement of the “theme song” for most
Universal Studios commercial, keeping the same familiar melody but expanding
upon it. This causes the viewer to make an automatic connection with the song
that they already know, but experience it in a different way.
·
Neocortex
o
The viewer must
comprehend the words on the photo that the daughter sends to her father,
triggering the neocortex. Then the viewer begins to think about how if they
were to go on a wonderful family vacation like this and bring their smartphone,
they could capture precious family moments like the daughter did throughout
their trip.
3
Shifts/Trends:
·
Epistemological
shift – I accessed this video on YouTube, which demonstrates the shift from
words to images.
·
Personal
shift – I can watch this video on my iPhone, laptop, or anywhere that has
access to YouTube, making this both personal and participatory.
·
Technological
shift – This video is a digital file, which is an example of the shift from
analog to digital.
5 “Facts”:
·
Some people think
technology takes away from family time, but it actually can add to the
experience of being together.
·
Bringing your
smartphone to Universal Studios will make your experience that much better.
·
If you take your
family to Universal Studios for vacation, you will be happy.
·
Universal Studios is the ideal vacation
destination for your family.
·
If your smartphone gets splashed with water, it
won’t break.
3
Principles:
·
Emotional
Transfer – The heartwarming moment between the teenage daughter and her father
when she sends him the message with all the photos taken throughout the
vacation triggers an emotional reaction for viewers, showing them that they too
can have that sort of bond with their families if they go to Universal Studios.
·
Production
Techniques – Throughout the commercial, it is being filmed at such an angle that
you are focusing on the teenage daughter, who appears to be uninterested in her
family or the time that they are spending together, while also showing the
reactions of her family members (mainly her father).
·
Value
Messages – Vacationing at Universal Studios will make both you and your family
happy.
5
Persuasive Techniques:
·
Plain folks – The family in this commercial seems
just like any other ordinary family.
·
Repetition – The way
the commercial is filmed, you constantly are seeing the interactions between the teenage daughter and her family, specifically her father.
·
Warm
Fuzzies – The scene between the father and his daughter when he receives the
message from her gives the viewer a warm, satisfied feeling when watching the
commercial.
·
Card
Stacking – This commercial fails to show the long lines, scorching
temperatures, and other negatives that one might encounter when taking a
vacation to Universal Studios.
·
Nostalgia – The image
of a happy family spending quality time together can relate to almost every
viewer and remind them of a time spent with their loved ones.
3 Course
Themes:
·
Promotes family
bonding
·
Helps people to
create cherished memories, and preserve them with the aid of technology
·
The commercial
shows the impact that new media has on our everyday lives, regardless of where
we are.
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