Project 1 Ryan Schroeder

http://www.youtube.com/watch?v=ZRd3lrukxu8

Thesis:

           This commercial shows that GoPro technology putting millions of people in the same perspective that only a handful

Triune Brain:

           The neocortex brain is activated in the beginning and end of the commercial when there is the text.  GoPro makes it easy to remember their name because they only have that one word with strictly images in between. The reptilian brain is activated when the viewer sees the male lion striding towards the man in the commercial.  This activates the fight or flight instinct because the last thing you expect is a hug from the lion.  The limbic brain is activated when processing the images of the lions and the man.  This is the way GoPro usually advertises.

3 Shifts / Trends:

            The first shift is the epistemological shift.  This shift is the most obvious because of the main focus on images throughout the commercial.  GoPro shows the perspective of the technology but not the product itself.  The second shift is the aesthetic shift.  This shift occurs in every Youtube video because it is a streaming website with access to other users.  The third shift is the technological shift.  This shift occurs because GoPro is conveying their new technology in the video industry.

5 Facts:

1) The lions love this man.

2) The man loves the lions.

3) The GoPro camera floats above you when you use it.

4) GoPro technology gets you close to danger.

5) Lions are nicer than we thought.

3 Principles:

           The first principle is emotional transfer because of the mixed emotions this commercial brings out.  Viewers are scared to see a lion so close because of how dangerous they are, but when then the man cuddles with them.  This leaves the viewer happy and feeling adventurous.  The second principle is ownership.  GoPro made this commercial to show the perspective of their camera.  They simply have GoPro come up before and after the commercial for the viewer to read.  The third principle is individual meaning because of the small demographic.  GoPro cameras do not have very good resolution compared to other video cameras because that is not what it is designed for.  It is designed for adventure seekers that want to record their experiences. 

5 Persuasive Techniques:

         The first technique is Repetition because they show the GoPro logo at the beginning and the end of the ad.  The second technique is Humor.  This happens when the man is cuddling with the two lions because not many people have ever seen that.  And most people think the opposite will happen.  This same part of the clip can cause Warm Fuzzies.  The lions are snuggling with the man like they are house cats.  Symbols are used when the logo comes up and when "Be a Hero" appears on the screen.  This commercial also portrays strength.  The man physically has to hold his own with the lions.  He also has to have mental strength to remain calm with these huge animals. 

3 Themes:

          One theme of the commercial would be the level of excitement that is occurring for this man and the viewer.  It makes the viewer want to get out and do something they have never done before.  Another theme could be that everything may not be as it seems.  Most, if not all, people would have thought the lion would attack this man, but the video shows otherwise.  The last theme of the commercial would be the advancing technology.  The small size of the GoPro has vastly expanded the filming possibilities.