Thesis: Your children are not being consumed by technology and missing out on real life experiences, they are capturing them all through iPhone video apps to create and remember those experiences forever.
Triune Brain: This commercial automatically triggers the limbic brain as the christmas music sparks feelings of happiness and home. The family setting also triggers the limbic brain. The neocortex brain then begins to work as the viewer tries to figure out what the young male in the commercial is doing on his phone while the rest of his family is enjoying themselves. As the commercial wraps up the viewer then sees that the young male was creating a beautiful video full of memorabilia from his phone's videos.The reptilian brain is triggered through the music and family setting encouraging the viewer to have a family which comes from the idea of procreating instilled in this part of the brain.
Three Shifts/Trends: In this commercial there are an obvious epistemological shift present. The video is an exact example of shifting away from word and going to image. The message is able to be portrayed through video rather than text. There is also a technological shift when watching this commercial. The viewer is able to watch this video on their own personal computer. They can access the web to go on Youtube. The last shift that is seen from this commercial is a personal shift. Through Youtube, the viewer and comment on this video, edit this video, share this video with others through social networking, etc. This last shift lets the viewer become an active participant in the commercial simply by sitting at their computer whether it be in their home or social setting.
Five Facts: The commercial is trying to encourage the use of the iPhone by saying that your child is doing something good when he is ignoring the family during family get togethers. It is also saying that if you give your child an iPhone they will become creative geniuses. Your family will be able to capture beautiful moments that would have originally gone unsaved, if you have the iPhone. You will have a better relationship with your child if you get them the iPhone for christmas. Your family get togethers will be enhanced and more meaningful if you have the iPhone.
Three Principles: This commercial targets three principles of media education. The first principle used is value messages. Within this commercial there is a specific value message that suggests that families can come closer overall if there is an apple product used. There is a shared message of unity from this commercial which taps into all ages who watch this commercial. With this in mind, it leads to the second shift displayed, which is emotional transfer. This commercial taps into viewers memories of the happiness that comes during the holiday season. It makes any viewer feel excited, loved and caring as they remember the importance in family bonding. The song lets the viewer dive further into that warm experience of the holidays as well. The last principle is an individual meaning. This commercial is able to leave an impression on the viewer individually. It shows young viewers all the great things that they can create with a new phone, it shows parents that there are more uses to the phone than just texting and social networking, and it shows elders that their grandchildren can capture beautiful moments with new technology. Whatever the impression is on a viewer, it is individualized in a positive way.
Five Persuasive Techniques: The commercial uses persuasive techniques to drive home the products overall impression on the viewer. The first technique I noticed was a simple solution. This commercial is trying to say that by giving your child a phone and letting him use it whenever he pleases, the family will become closer in the ending result because of it. The commercial is trying to use their products as the solution to family issues. The next technique used is labeled plain folk. This technique is most certainly used during this commercial because it takes an average family and connects the viewer with them. The commercial makes this atmosphere and emotions in the commercial feel as if it is attainable by any average person, and that you do not have to be special to use apple products. Repetition is also used throughout the commercial by constantly showing images of happy faces and family unity. It is hard for viewers not to think that they will also feel this way if they by the product. A very obvious technique used is the warm fuzzies. This commercial definitely leaves a warm feeling in the viewer. Holidays and happy faces are something that everyone likes to experience and see and this commercial does that perfectly. The music also taps into the viewers heart which makes them feel overall happiness from this commercial which associates with overall happiness for the product. The last technique used was timing. This technique is effective for this commercial because the viewer feels the happiness and stun when the family sees the positive outcome of the young male who seemed to have been distant from the family when in fact he was the exact opposite. It is nicely timed out and was well planned to have the viewer find out at the same time as the family that he was creating a surprise video. It made the viewer feel like part of the family.
Three Course Themes: This apple commercial supplies a positive outlook on what media can do for a person and a family. Instead of showing how people are consumed by technology and media, apple shows that using their products there can be a positive outcome overall. iPhones and other apple products can bring families closer together, and the endless applications that they possess and further benefit your family and the relationship you have with one and other.
http://www.youtube.com/watch?v=jdpQir1sqiQ
ReplyDeleteThesis
People are addicted to checking their cell phones now more than ever. Now you have the ability to have a phone that works with you so checking your text messages, Twitter, and Facebook can correspond with your life.
3 Parts of the Brain
This video attacks the Limbic brain because people are always worried that they are addicted to their cell phones. While showing people doing everyday activities while berried into their cell phones it makes us think that we might be just like those same people, ultimately allowing us to look for a cure.
This video also keys on the Neocortext by making us look for a change in the way we use our cell phones. If you have the newest cell phone you think that your phone fits you and your lifestyle the best. Now, after you see this commercial you know that there is a cell phone out there that works with the person in order to get the most out of life.
Finally, the last brain part of the brain this commercial keys on is the Reptilian. This part of the brain is keyed on by the music we hear in the commercial. As the people in the commercial become more frantic in what they are doing the music gets louder. This ultimately makes us uneasy and pays more attention to fix this problem.
3 Shifts
The first shift that we see is a personal shift. This commercial is keying into something that we as a society are attached to now. It is our livelihood. The commercial keys on the ability to work with you personally to make your life easier, so in return you don’t have to stop what you are doing in order to be productive on your phone.
The second shift we see in the commercial is a technological shift. This is shown in the commercial when it says that it will make your life easier. Not all cell phones work with you in order to create the best person you can be. This phone can organize essentially your whole life in order for you to be as productive as possible.
The third shift that we see in the commercial is a cultural shift. Everyone who has a cell phone knows that their whole life is on there. People who have grown up with cell phones around their whole lives don’t know how to function without a cell phone. Therefore a lot of personal information is on these cell phones, this phone that is supposed to make your life easier allows you to keep these things private so you don’t have to write them down on scrap pieces of paper it is all right in the palm of your hand.
5 facts the video makes
This phone won’t interfere with work.
This phone will save you from other phones that are distracting.
This phone will help you avoid awkward moments.
This phone will allow you to have more fun.
This phone will allow you to enjoy the moment.
3 Principles
The first principle we see is trade-offs. This phone will allow you to not miss a moment of your life because you are distracted by it. This phone won’t make you pick a moment to miss because you are on this phone, it will allow you to enjoy every moment you have in life.
The second principle that the commercial shows is ownership. The phone promises to not distract you from your work so you can be the best employee you can be while doing achieving the same amount of things in the job world that people do while being distracted by their phones even more efficient.
The third principle that the commercial shows is emotional transfer. This commercial shows that it doesn’t have to be your primary source anymore but you can still achieve the same things that you would have to take the time out of your day to do without being distracted. Ultimately making your life simpler and easier.
5 Persuasive Techniques
DeleteThe first technique we see in the commercial is humor. This commercial shows how funny life can be when your cell phone distracts you. The commercial is based around awkward moments that people might have encountered in their lives while looking at their phones.
The second technique that a commercial use is testimonial. This phone promises to save you from the current phone you have now so that you can avoid these moments form happening to you.
The third technique this commercial uses is warm fuzzies. This commercial shows awkward and funny moments that the viewer can relate to, if it’s running into someone or spilling your coffee this commercial is jammed packed with these ideas.
The fourth technique this commercial uses is maybe. This technique might be the most relevant out of any of the ones listed above. The commercial shows the view that maybe if you had this phone your life wouldn’t have as many awkward and funny blemishes that you have seen throughout your time watching the commercial
The fifth technique this commercial uses timing. This commercial is saying that if you buy this phone you will not have bad timing, avoiding awkward situations being the key aspect of eliminating in your life.
3 Themes
This commercial shows that there are many advantages of having this phone. You will become more productive in everything that you do in life because your phone will become a part of you, ultimately leading you to become a more productive person in life.
This commercial also shows that this phone is well beyond any technology out there because it will save you. No longer will you have to worry about things in life because if you have this phone you will be on be ahead of everyone else who does not have this phone.
This commercial also shows that having this phone will lead you to being the “it” person because you will become someone who is reliable because you are more focused in everything that you do.