Project 1, Ben Hoagland (Kindle Paperwhite: Perfect at the Beach)

Thesis: The Kindle Paperwhite is an advanced personal entertainment medium, great for people of all backgrounds and sexualities.

Triune Brain: 

-The upbeat and happy music in the commercial stimulates the limbic brain as the tone of the commercial is set by the light tempo of the music and sunny paradise like setting.

-The ad also triggers a response from the neocortex. It is mainly triggered due to the remark from the man that he too has a husband. Unlike most advertisements, this one plays on the sexual orientation and marriage equality taboo. Thus our brains begin to reassess the commercial, acknowledging it for its unique mixture of culture and marketing.

-The limbic brain is again triggered at the end of the ad, after the man states he has a husband. Though the emotions of the viewer depend on their stance on marriage equality, it may leave some feeling warm and happy, knowing the man may be celebrating with his husband. The music and imagery used to advertise the paperwhite also prompts a response from this part of the brain.

-The other piece of this ad to trigger the neo cortex is the subtle undermining of other tablets by Amazon. Though not entirely clear, most viewers are able to distinguish the make of the man's tablet as an i pad, or something similar. Thus, viewers must reconsider how well i pads preform in situations like reading on the beach.

Three Shifts/ Trends: 

-This commercial contains an obvious cultural shift, as Amazon is attempting to appeal to a wider audience by incorporating a gay man and straight women in their ad. But in a greater sense, they are incorporating people of all backgrounds and diversities. It is not very often that widely seen commercials make direct attempts at appealing to a larger market through gender or sexuality, however that is exactly what Amazon is doing.

-This ad also contains a technological shift, as the main argument in the commercial is that the Kindle Paperwhite is better for reading outside and therefore, better than other tablets. Additionally, the device completely undermines the idea of reading from an actual book, since the tablet is capable of storing vast amounts of data.

-Finally, the ad contains a personal shift. Devices like the Kindle Paperwhite eliminate the need for one to go out to buy books, thus changing the personal experience of reading. Now users can read at an even easier connivence and share what they've read through social media platforms, all at the press of a button.

5 Facts:

-Kindle Paperwhites can bring strangers together.

-Kindle Paperwhites can break down social barriers.

-The Paperwhite is great for reading outside and even in sunlight.

-Kindle Paperwhites are perfect for reading at the beach.

-Kindle Paperwhites are the best Tablets for reading anywhere, anytime.

3 Principals:

-The production techniques in this video include a light and happy setting on a tropical beach with two charismatic characters discussing an average-joe topic. The ad is also set to pleasant and upbeat background music to enhance the feelings of the consumer. At the end, the music becomes louder, as if the conclude the viewer's experience with the ad.

-The ad also contains individual meaning. As marriage equality is still a widely disputed topic, the individual meaning may vary to each viewer. The ad may cause some to gain or even lose interest in Kindle products, due to the attempt by Amazon to appeal to a diverse market.

-Finally, there is an emotional transfer in this commercial. This commercial taps into the emotions stemming from the beauty of equality. Although some may feel less delighted with this emotional aspect, the ad prompts the majority of viewers to accept the situation, as the ad holds no biases toward marriage equality. Rather, it simply pairs up two pleasant people of two different sexual orientations, while advertising a new and happening, product.

Five Persuasive Techniques: 

-The first persuasive technique, though not entirely as dramatic as its title, is the big lie. Although i pads may be less capable devices in sunlight, they do not necessarily work as poorly as depicted.

-The second persuasive technique in the ad is its use of the bandwagon concept. As the woman tells the man of the benefits of her Kindle, including the price, he is persuaded to purchase one for himself, on the spot, where he subsequently rejoices with his husband and new friend.

-The commercial's use of symbolism is a key factor in the advertising. Amazon intentionally juxtaposes their Paperwhite with the ideal of marriage equality to emphasize their new and happening advancement in technology, as the topic of same sex marriage is now widely considered acceptable and perhaps even a generational landmark.

-To some, this ad may also bring about warm fuzzy feelings. Considering the man and woman are able to enjoy each other's company with their potentially newlywed spouses, the viewer may be able to empathize with the emotions of the two characters.

-Finally, this ad appeals to the plain folk. As marriage equality becomes more popular, Amazon harnesses this idea, thus creating a new definition of advertising's "plain folk". No longer do commercials have to exclude people of slightly different backgrounds.

Three Course Themes: 

-Technologies like the Kindle Paperwhite make simple activities like reading more pleasurable because of their technological advancements.

-Advertising agencies often juxtapose the item they are selling with popular social topics or interests, in order to target the interests of a larger audience.

-The fact that the ad incorporates two people of two different sexual orientations, enjoying each other's company proves the diversity of modern advertising techniques.