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.