Thesis:
The argument which
this commercial is trying to present is that “The Ipad air is a
powerful tool for the empowerment of people around the world, to
unite them and enable them to contribute to world culture.”
Triune Brain:
The Emotional
brain is moved by the music and the imagery of people from different
backgrounds taking part in various kinds of art and sport, living
their dreams and their passions. The Reptilian brain is
pleased by the imagery of exploration and peace, which promise it
survival. The Rational brain
is attracted by the artistic ideal and the matter of intellectual
stimulation from the poetry in the background.
3 Shifts/Trends:
The
video itself provides an example of the Epistemological
shift in its use primarily of images, with writing generally being
left out, as well as the fact that not many words seem to show up on
the various Ipads in the video either. There is also a Personal
shift going on, with the people in the commercial being shown as
using the Ipad to not only assist in their work, but also record it
and share it, such as in the case of the Kabuki dancer performing
their dance for the camera. Finally, there is also a Technological
shift being highlighted, with
old and venerated art forms like Kabuki and Indian dance being
recorded on modern technology for the presumed purpose of
distribution.
5 Facts:
This commercial seems to elevate the value of the Ipad to that of a
cultural artifact, or a valuable art resource like paint or canvas or
marble. It shows itself as a tool to help people contribute to world
culture, as opposed to merely contributing to their own local
culture, and thus also insinuates that you can be remembered forever
for the addition of “your verse.” It shows the Ipad as primarily
a tool of peace and love, ignoring that it is merely a computer for
organization and is just as likely to be used for directing military
supplies or terrorist activities as anything else, and uses Walt
Whitman as a sort of post-mortem testimonial to the cultural value of
a modern tool which allows people to take part in today's global,
personalized culture.
3 Principles:
This
commercial goes through several different principles. It gives the
Value Message that if
you are a human being, you will be passionate about art and culture,
even if you don't take part in it directly, and the best way to
participate in this is to own an Ipad, because as the ad quotes,
“...these are what we stay alive for.” The commercial also was
probably shooting for Individual Meaning,
with a very poetic style and an even more poetic quote from the poet
Walt Whitman. Finally, the ad makes excellent use of Pacing,
with many lines being timed to the changing of scenes in the
background, with one sequence standing out in particular as the
narrator lists some of the things people live for.
5 Persuasive
Techniques:
The
commercial makes use of numerous persuasive techniques, as follows.
Firstly, it makes use of Timing
to increase the impact of its words, such as one sequence where the
narrator talks about what we live for, listing poetry, beauty,
romance and love, accompanied by two men talking about a drawing, a
man taking a photo of a waterfall, a man standing by a projector with
a woman in foreground, and the same woman now dancing in front of the
projector and posing with projected art. The commercial then uses
Repetition as well,
with the words poetry, art and beauty being constantly repeated and
brought up by the narrator, while Plain Folks
are used in the images to give the impression of the Ipad being
something for everyone from every walk of life, as shown by its use
by people from Japan (Kabuki, Sumo), India (Indian dancing), and even
a white couple hiking in Tibet. This also shows it as something of a
Bandwagon, with
numerous people from all different walks of life all using the Ipad
for a variety of reasons and being shown as quite proficient with it,
getting invariably excellent photos and results. Finally, the
commercial uses this peaceful diversity to imply unity and a Global
Village, adding an unspoken element of Group Dynamics.
3 Course Themes:
The ad does its best to try and catch the attention of viewers with
inspiring music and a clear, bold sounding narrator, and its striking
visuals of mountains, waterfalls and festivals. This is done both
through television where the ad likely first aired, and the internet
on sites like Youtube, where the ad can be looked up and found again,
as well as inspire people to search for the product it advertises.
The ad uses the concept of the new Global Village as its basis to
show a new, interconnected world of artists and passionate
adventurers living their lives in conjunction with one another
through the power of media and modern technology.
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