Thesis:
This
commercial alludes to the idea that Google is the primary vehicle for
information that the world uses while promoting a romantic view of the given
year of 2013.
TRIUNE
BRAIN: (PROVIDE 3 OBSERVATIONS)
This
commercial really hits on all aspects of the human brain. Music is used to bring
forth an emotional response to the
varying images that are displayed. The music gradually picks up in tempo/beat
that gradually establishes a pinnacle of inspiration and perhaps excitement
which appeals to the reptilian brain.
When it comes to the first image that is shown I am not sure as to the nature
of its intentions of the advertisement in regards to the reptilian brain but
showing a baby is definitely related to our natural instincts. The rational brain is activated initially
when the phrase “In 2013, the world searched for…” What is this? It really
catches the viewer’s attention and prompts a rational inquiry.
3 SHIFTS/TRENDS: (PROVIDE THREE SHIFTS WITH
SPECIFICS)
Google
is basically the top search engine that people use online, and because of this
it has become a beacon of controversy as it collects data on its users. The ad
does not explicitly look at this issue but does ironically highlight that
searches are in some way recorded. Google itself certainly embodies the cultural shift in which data, like
internet searches are recorded. I found this advertisement on YouTube and on
the internet so being able to locate this ad is quite the technological shift away from analog. Epistemologically speaking the ad demonstrates an interesting
interplay between word and image. While image is surely the main means of
informational conveyance, it is words that are regarded as symbolically
powerful in that they serve to demonstrate the years past stories through
relative connotations, like showing accomplishments after the query
“inspiration”.
5
"FACTS":
1.
EVERYONE uses Google-
The ad uses the phrase -“..the world searched for”- Perhaps they are referring
to combined records of search engines , however without stipulating they are
leaving room for the assumption of viewer that that world uses Google.
2.
2. Google has
a variety of applications.- They
show Google earth, regular typing search capability, and Google verbal search.
3. Everybody
gets along.- Shows humans coming together and
no conflict. There is evidence of strife but these are highlighted in this
advertisement as people coming together where mostly good things happen.
4. Technological Growth is good- Although
technology improves our lives it can also have negative effects as well. This
advertisement shows technological improvements like a bionic hand and mars
rover implying the claim that technological improvement can only benefit us.
5. The World
Is Uniformly Thinking.- “Zeitgeist”
–means the spirit of the time- dominant mode of thought.
3
PRINCIPLES:
1.
Value Messages-
this advertisement is mostly Western Bias, Euro-American centric. The ad
is placing more of a value upon the culture of Europe and USA. Yes, Google is
an American company however their ad proposes that the world uses it, but then it
shows a narrow perspective of mostly events that happened in Europe/North
America. It also appears to valuing progressive movements as there are clips of
two guys getting married and there is brief shot of a child with a free Syrian flag,
and a woman in a hijab driving a car.
2.
Emotional Transfer
is almost the entirety of the advertisement. An epic background music track
with inspirational images and photos.
3. Ownership of both this advertisement and the way in which I accessed
it (Youtube and Google Chrome are both owned by Google). The advertisement
promotes the idea that Google is has vast potential and that everybody uses it.
5
PERSUASIVE TECHNIQUES:
1.
The bandwagon technique is used here. Advertisement implies that the
world is using Google.
2.
Symbols are
exhibited. The linguistic weight of certain words like “courage” and
“inspiration” along with powerful images that could relate to these words creates
a symbolic synergy.
3.
Nostalgia
is used with imagery. Certainly when looking back at a given year, it is
reasonable to be nostalgic, I personally think that this advertisement was
overly romantic which helps elevate the nostalgia.
4.
Group Dynamic
of people together no matter what country.
5.
Warm
Fuzzies, the ad clearly is all about warm
fuzzies, and emotional response. Music and imagery.
3
COURSE THEMES:
The advertisement associates Google as a universal
tool that everyone uses and that we are a greater, better community if we use
Google. In this age of information, media are at the center point of creating a
consciousness for people. The subliminal power of media can shape our reality
but if our reality is assumed to be universally shared when in all actuality it
is not, are media doing us a disservice?
New beginnings, new frontiers, ways
to help, courage, goodbyes, inspiration!
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