Project 1: Sophie

http://www.youtube.com/watch?v=wJWdsI8EqN0

THESIS:

The iPhone is not a device for any one kind of person, but rather a medium that can be customized to any person anywhere in the world.

TRIUNE BRAIN: 

• The iPhone commercial appeals to the limbic brain because of the use of music and images. The upbeat music lightly playing in the background gives the emotional brain a sense of joy and lightheartedness, and the images of different people all over the world may make the viewer feel more connected.
• It also challenges the neocortex because the people in the commercial speak different languages and answer the phone in unique ways. This forces the brain to quickly register the differences in the sounds it is hearing as different languages.
• The reptilian brain is affected by this commercial because of the various sounds being made by the iPhone which causes the brain to decide between fight or flight. Due to the regular use of phones now the dings and vibrations made by the phone are regarded as a positive sound but at a different time the brain would have approached them with caution.

3 SHIFTS/TRENDS:

• This video is a good example of the mass to personal shift media is experiencing today. Phones are no longer a stationary means to communicate with large groups or even a single person; instead they have become a personal experience for those who use them and those who are called on them.
• Although spoken word is still used in this commercial it would not be as powerful if it were not for the unique images of the people using the iPhone. This represents the epistemological shift in media. Much of what is being said is in another language or no language at all, but that does not affect the message of the commercial because it is the images that make it clear that all these people are simply answering their phones.
• The iPhone itself is a representation of the aesthetic shift in media. The iPhone is a TV, radio, newspaper, camera, and of course a phone all rolled into one. If a user has an iPhone they virtually have no need for many of these other media.

5 "FACTS":

• If you have an iPhone you have the ability to be more unique
• Having an iPhone will make your life more “colorful”
• People all over the world have iPhones and by having one as well you are more connected with the rest of the world
• No matter what age, gender, or ethnicity you will benefit from having an iPhone
• When you have an iPhone the calls you receive will be more exciting and will happen often

3 PRINCIPLES:

• Pacing plays an important role in this commercial because every scene comes and goes quickly. The pace ensures that no one person in the commercial can be too watched for too long as that may take away from the overall message of the commercial; having an iPhone correlates with a face pace life so the commercial must be fast paced too.
• Emotional transfer is used because the commercial shows a variety of people all having a great time laughing and joking with the people they are on the phone with. The silliness of some of the characters is intended to make the viewers laugh too, thereby causing them to share in the enjoyment of the characters.
• The value messages in this commercial will be different for everyone who sees it, which was likely the goal of the commercial. They purposely chose a variety people so that anyone who sees the commercial will be able to relate to at least one character sharing in their values.

5 PERSUASIVE TECHNIQUES: 

• Hyperbole is partly used in this commercial because not only did they pick some unique characters, but many were experiencing extremely joyous moments.  Not to say that those moments or people aren't common in everyday life, but it was an extreme example when all strung together in a fast paced video. For example, the men dressed in costumes or the characters making statements such as “Oh my god, no!” “We did it baby!” or simply “What!”.
• While they did use unique characters there were also many plain folk. This emphasizes the idea that iPhones are for everyone and can benefit whatever you are interested in. For example, the young child using the phone or the older man in the locker room.
• The bandwagon technique is a major contributor to this commercial. When they say everyone is doing it, they really mean everyone all over the world and of all ages is using an iPhone. If you want to be “colorful” like these people you need the iPhone.
• Humor is important in this commercial because the characters are depicted as having a good time laughing and enjoying themselves. That humor is then passed on to the viewer through some of the more extreme examples.
• This commercial’s use of group dynamics ties in with the bandwagon technique. If you have an iPhone you will belong to a larger community of people that are using the same technology as you all over the world. While the iPhone is personalized to your taste, your share a connection with millions of other people.

3 COURSE THEMES:

The iPhone commercial reinforces the idea that cell phones are becoming entwined with every part of life. They are used during achievements, parties, and especially daily life.  The iPhone keeps you connected to your friends and family at all times. Every kind of media that you may need is no longer separate and stationary, but rather personal and available at your fingertips all together.