Project #1: Lindsey Garland (GoPro)

GoPro: Art Of The Double Cork With Bobby Brown

Thesis: 

This commercial shows that with a GoPro camera you can film your life from a totally new perspective and share the footage of your extreme life with your peers.

Triune Brain:
The neocortex (rational) brain is activated whenever you see words within the ad.  It is first engaged at the beginning of the ad when the GoPro logo and the slogan "Be a HERO." come across the screen.  It continues to function throughout the commercial, because there is text showing the athlete's (Bobby Brown) sponsors on his gear.  At the end it is also functioning when the logo comes across the screen again and it reads "World's Most Versatile Camera" and shows both "gopro.com" and "#gopro"

The limbic (emotional) brain is being used throughout the entire commercial. The music affects the feeling of the ad, making it seem a bit intense in order to add suspense.  The images of the skier sending a double cork are also being processed though the limbic brain.

The reptilian (instinctual) brain is accessed through the music, which give a feeling of excitement to the viewer as they wait for the skier to go off the jump. There is also a feeling of excitement that is brought on by the images, you become tense as you wait for the skier to come off of the jump and land it successfully.  The combination of both the music and the images brings out the fight part of the reptilian brain.

3 Shifts/Trends:
There is an aesthetic shift within this entire video, from the way that I am watching it (streaming it off of YouTube) to the ways in which this device can be used.

The video shows a technological shift because it is showing the new technology available for videography.  GoPros are known for being a revolutionary way of capturing moments; this commercial demonstrates just that.

There is an epistemological shift evident within this video because it is using mostly imagery to convey the product's abilities to customers.  Nearly the entire commercial is done with images, only a small amount of text is being used.

5 "Facts":

1. GoPro is the "World's Most Versatile Camera".
2. GoPros are durable cameras; they can be used during extreme sports.
3. GoPros will make you "Be a Hero."
4. GoPros are compact cameras.
5. GoPros can be mounted in different ways to achieve interesting angles. 

3 Principles:

This commercial uses ownership, it was made by GoPro in order to support both their product and one of their sponsored athletes.  It's most noticeable when the logo and slogan is being shown across the screen at the beginning and the end of the ad. 

There are also value messages being portrayed through this ad.  It shows the customer that if they buy a GoPro they can film valuable moments in their life in a way unlike any other.  There is also an unintended value message that shows an athlete doing an extreme trick, possibly sending the message that those who use GoPros can do similar things. 

The use of individual meaning is evident in this commercial because it's speaking to a specific demographic of people.  People who are most interested in this commercial are most likely those who are either interested in action sports, videography and photography or a combination of the three.

5 Persuasive Techniques:

Hyperbole is a technique that's used.  It makes the claim that it's the "World's Most Versatile Camera", which is a bit of an exaggeration.

Testimonial is also used in this ad.  They have Bobby Brown, a professional skier, using their product.  When someone who looks up to Bobby Brown as a role model for their skiing they may want to use the product. 

Repetition is used when the GoPro logo is flashed upon the screen at the beginning of the ad as well as the end. 

Bribery is evident within the GoPro slogan "Be A HERO."  It causes the consumer to be bribed into wanting to buy the product and really be a "hero".

Symbols are also being used often, through the use of a phrase ("Be A HERO."), a graphic (the GoPro logo) and an icon (Bobby Brown). 

3 Course Themes:

This commercial shows us that technology is advancing in terms of quality, size and durability.  They use excitement to hold their viewers attention, while advertising their products.  It is showing us that the extreme nature of the sports in which the athlete is doing can be done with their product, encouraging those who buy it to get active.