Presentation 1: Microsoft 2014 Superbowl Commercial: Empowering

Danielle Scott

Media Revolutions Presentation 1

2/5/14

 

Microsoft 2014 Superbowl Commercial:  Empowering

 

http://www.youtube.com/watch?v=qaOvHKG0Tio

 

• Thesis:
  • Technology can be empowering in many ways, this video showcases how technology can be empowering in the medical field for people with live altering disabilities and how it can enhance the lives of those people and people around them. 
• Triune Brain:
  • The images and story lines in this video affect the Limbic (emotional) brain through one’s ability to connect and empathize with the people in the video and their situations.  The pictures in the video are worth a thousand words.
  • The words Steve Gleason displays on the screen with his technology, and the words that get held up and highlighted, these words affect and target the Neocortex (thinking brain).  They do this through the words on the screen, forcing you to read them.  This part of the brain is also stimulated by highlighting the words that are most powerful.  By doing this they are also evoking emotions that go along with these words, activating your limbic brain as well.
  • Your Reptilian brain is activated by the music, the clapping, the cheering, the computer generated voice, and the individuals voices (happy, sad, excited, etc…).  The feelings instilled by the sounds in this video are numerous.  When you hear clapping, you feel joy.  When you hear cheering, you feel excitement.  When you hear crying, you can either feel happy or sad (depending on if they are happy or sad tears).  The reptilian brain is activated in this video because of the excitement it can make you feel at times.  Your heart will race at the sound of clapping; the babying being born is a sign of mating, etc…
• 3 Shifts/Trends:
  • Technology Shift:
    • Most the technology you see has a digital element to it.  It was either created by digital technology or it uses digital technology.  From the computer that Steve Gleason is using to the prosthetic legs used by the children to the hands-free manipulated X-ray imaging machine.  One uses the digital every day and the other was created by digital technology. 
  • Aesthetic Shift:
    • This TV commercial is a type of “art.”  The way it is tastefully put together and keeps your attention like an art form.  Viewing the video, streaming it on YouTube any time of day or night is yet more evidence for this; technology is moving from a discrete form to converge onto the computer and internet, one device that allows us to view and do many things all at one time.  This is the shift that allows us to watch this video on the computer, TV, iPad, and smartphone; virtually anywhere. 
  • Personal Shift:
    • This technology shift applies to video because the media and technology used is all personal and participatory.  Everyone has some type of personalized technology aspect to help them health wise.  Steve Gleason has his computer to read his eye movements (of course it is not unique to him, but his experience with it is), the kids with the prosthetic legs, the computer screen allowing the military father to see his child for the first time, the old man being able to paint again, the young women being able to hear again, etc…  All these examples are personalized uses of technology, different for every individual who uses them. 
• 5 “Facts”/Claims the Video Makes about New Digital Media:
  • It seems to be saying that technology (Microsoft specifically) can bring families together → the military father seeing his son for the first time.
  • It implies that technology can improve medicine greatly
  • It also implies, by implying the greatly improved medical technology, that those who are helped by this technology have their lives greatly improved as well.
  • It implies the improvement to education through long distance communication using new and improved technology (thus benefiting children all over the world).
  • It seems to imply that technology can help find cure for diseases (the picture of the little girl with the hope sign).
• 3 Principles:
  • Emotional Transfer:
    • This commercial evokes emotion for the people you see in it.  You see them with illness that can’t be cured, with disabilities that will last a lifetime, and situations that will forever change their lives.  You are moved by this commercial because of how the people are portrait.  They aren’t helpless, but they were almost helpless at one time, until this technology came along and changed their life for the better. 
  • Ownership:
    • Clearly this commercial was produced by Microsoft, so I can bet that all the products shown in this video are Microsoft products.  Clearly Microsoft wants to present a happy story of technology and all that it can do.  Why would Microsoft want to present a negative image of technology that they want to sell?  That would be horrible marketing.
  • Individual Meaning:
    • There is most likely some part of this commercial that everyone watching it can relate to on some level, no matter how small or big.  I can relate to medical portion of the commercial because I want to be a nurse and I have done research with technology similar to what’s in the video.  I am sure there are people who have loved ones in the military, children with disabilities, parents/grandparents with disabilities, etc…so they can relate to this video on some level.
• 5 Persuasive Techniques:
  • Testimonial:
    • Steve Gleason is the main person “speaking” and seen throughout the commercial.  The first words you read have his name in them and the last statement made by the commercial is about him and his ALS disease.  All these factors lead me to believe that he had some type of endorsement in the commercial along with Microsoft. 
  • Timing:           
    • When they use certain terms like “hope,” they show images that tug at the heart strings.  Emotions correlate with words, timing is key there.  “Technology has taken us places we have only dreamed of…” then they show the video of the shuttle going to the moon.  “It gives hope to the hopeless…” then the little girl holding the hope sign. 
  • Group Dynamics:
    • Phrases like “WE can”, “How far can WE go?”, “Technology has the power to unite US”, “Technology inspires US”, “Technology has taken US places WE have only dreamed of”, “Empowering US ALL.”  These phrases provide viewers with a sense of oneness and togetherness.  Instead of using words like “I”, words like these are replaced with terms to make the viewer’s feel included. 
  •  “Plain Folk”:
    • Just as this commercial has Steve Gleason in it, it also has the everyday individual in it.  Normal people with disabilities.  Not every single person in this commercial is a celebrity.  They use the everyday plain folk to get the everyday plain folk watching interested in whatever it is they are selling.  In this case, technology.  
  • Repetition:      
    • Repetition is not used outright in this commercial, but the word “technology” is used quite often.  When it is not being used the word “it” replaces it.  So in some sense this video is repetitive, but not in the obvious way.  This commercial uses repetition in a subtle way. 
• 3 Course Themes:
  • This commercial tries to showcase the advantages and benefits of technology.  It showcase how it can benefit the disabled population, the military, schools, and much more. 
  • The computer technology that is first introduced in the beginning of the commercial and continually used throughout by Steve Gleason showcase technologies ability to enhance your life without being intrusive.  This is also seen when the children are portrayed as well.
  • The fact that this technology can be used in the medical fields shows the reliance of the new digital technology that this commercial depicts.