Thesis
Using the new medium of “FaceTime” or “Video-chatting” can
help you stay in touch with friends and relatives in a more personal sense when
you are not actually in their physical presence.
Triune Brain
The Limbic brain
affected by the visions of joy, happiness and love in each of the actors or
actresses faces while having the ability to communicate with loved ones in a
personal sense in a new way. It is also
affected by the music that has an emotional and happy tone. The Reptilian
brain acts through excitement and love through seeing the happiness of
others. The Neocortex brain is affected by making sense of what medium is being
used for the people and how they are communicating with one another.
3 Shifts/Trends
FaceTiming allows consumers to communicate with each other
that does not include a mass media. This
is an example of a Personal shift
because this medium has moved from mass to personal/participatory. An Aesthetic
shift has occurred because of the convergence of video chatting to a
handheld device. The shift has occurred
due to the combination of smartphones being able to show live video of someone
else that is displaying video instead of being on the television or
computer. Smartphones are the ultimate
convergence tool. In the past, the best
way to communicate in a personal way with someone who is not physically with
you was by phone calling or even texting.
Because of the Epistemological shift,
images are now able to be a part of conversing with someone when it is not
face-to-face.
5 Facts
With the new iPhone 5, FaceTime will allow you connect and
see any of your loved ones at any time.
You can also be a part of a family dinner when you are not present. You can see new places (like cities you have
never been to or a prospective home) in a personal way without being at that
place. Seeing and talking to
grandchildren has never been easier when you can FaceTime. You can be a good friend by helping someone
get through a tough time, wishing them a happy birthday, or seeing they are
pregnant without being with them while making it feel like you are.
3 Principles
Emotional transfer
is a technique that apple has chosen to use in this commercial. There are multiple instances where the
viewer’s emotions are played with in order to find a soft spot for the
actors. Grandparents and grandchildren,
friends, and lovers are shown in order for the viewer to have an emotional
attachment to the product. Intended
messages like staying in touch with loved ones while unintended messages like
not being with them are portrayed within Value
messages in this video. Locations
such as the beach, a park, in a city and times during the day and at night
display the production techniques of
this video. All these different
situation demonstrate the many different places and times that owners of the
iPhone 5 can FaceTime.
5 Persuasive
Techniques
Many actors and actresses are used in this ad that are
depicted as normal people. This is the
technique of plain folk because we
can sympathize with these same situations.
All these normal people are constantly doing the same thing as
well. Apple used repetition in this ad with the same image and video many
times. The best persuasive technique
that was used in this video was nostalgia. Many situations such as being a child,
being in love, or having heart-warming talks with friends bring up feelings of
nostalgia. The nostalgia also creates warm fuzzies for the viewer. They feel good watching the video because of
the situations shown in this video. At
then end of the video, a statement that “more people connect face to face on
the iPhone than any other phone” displays a hyperbole. They do not
provide a basis or study for this statement, so it could be understood as a
hyperbole rather than scientific evidence.
3 Course Themes
This apple commercial exhibits the idea of using new
technology like FaceTime as a medium helps us communicate in an easier
way. This theme is a commercial
technique as well. The new medium helps
us see ones we love face to face without being with each other now. This medium also allows consumers to stay in
touch while being places they would like to go, like the beach, a city, or even
just not having to travel but still communicating face to face.
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