Thesis:
·
The Kindle Fire has superior graphics, is more
transportable, and is a more cost effective purchase than buying an iPad.
Triune Brain:
·
Your Neocortex is activated by the words you
read during the advertisement. They
limited the amount of written words used to a very small amount, emphasizing
how powerful the advertisement is with such limited word use. Every time written words appear they serve
the purpose of directing the viewer in the direction that the advertisement
wants. The Kindle fire has “1 million more pixels” than the iPad air, its also
“20% lighter than iPad Air, and the Kindle is only $379. Everything a consumer
would need to make an educated purchase.
·
From the beginning of the advertisement your
Limbic brain is activated by the images being portrayed as well as by the
music. The viewer is presented with two
options, the iPad Air, and the Kindle Fire. Both devices are shown being held
so you can imagine what it would be like to hold one of your own. The music used serves the purpose of pacing
within the advertisement, the viewer can tell when to expect new information
based on the changes in the music.
·
Your reptilian brain is also activated by the
music in this advertisement. In addition
to pacing the music keeps the viewer on the edge of their seat waiting for
whatever information comes next.
3 Shifts/Trends:
1. Aesthetic
·
Everything about this commercial is
representative of an aesthetic shift.
Ranging from our ability to access and preview this advertisement to the
actual messages in the ad being that here is a new even more aesthetically
pleasing device than what was available before.
2. Discursive
·
This commercial also shows a discursive shift
with the way information is conveyed.
They begin by objectively portraying the two products being analyzed and
then proceed to convey a very subjective perspective on the products.
3. Personal
·
This video also shows a personal shift. This is represented in the product being glorified,
which is a customizable, personal media device.
You can also see the personal shift by the way we can interact with the
video, our ability to post comments, and share with friends if we so choose.
5 Facts/Claims:
- · The introduction of “The magical new iPad air” serves to imply that the iPad is an overhyped product.
- · The Kindle Fire has superior graphics
- · The Kindle Fire is 20% lighter (more transportable) than the iPad
- · The Kindle is more reasonably priced than the iPad
- · By concluding the advertisement with the submission of the man with the iPad the commercial is showing the viewer that it would not make sense to purchase an iPad when the Kindle Fire can perform all the same tasks better.
3 Principles:
1.
Ownership
·
This commercial obviously was made by amazon to
support their kindle products. It is
clear by the aggressive promotion of the kindle and in the way its competitor,
the iPad is denounced that the owners are trying to influence your purchasing
decision.
2. Value Messages
·
Another principle used in order to manipulate
viewers is through value messages; if you are a sensible person you will buy a
kindle fire instead of an iPad.
3. Individual
Meaning
·
This commercial is addressing specific people
who are contemplating purchasing a hand held tablet device. The advertisement attempts to guide the way
you interpret information with the hope that the target viewer will make the
choice to buy their product.
5 Persuasive techniques:
1. Straw Man
·
This commercial is a perfect example of the use
of the straw man persuasion tactic. The
straw man refers to the ploy of showing an opposing argument and then
destroying that argument with your own.
This commercial does just that.
Every time information is displayed about the iPad it is followed by a
superior statistic regarding the Kindle, ultimately weakening the argument for
buying an iPad and strengthening the argument for why you should buy a
kindle.
2. Simple
Solutions
·
The Commercial takes the iPad, a product that
many people desire but cannot afford.
With this they give you the answer/solution you have been looking
for. Now not only is there a product
that can perform even better than an iPad, but you can also afford it.
3. Card
Stacking
·
Although this commercial does a good job in
persuasion it is clear that not all-comparative information is being shared
about both products. They actually only
share three pieces of comparative information.
They tell you that the kindle has better graphics, is lighter, and more
affordable. They chose not to go into
great detail in order to portray their product as positively as possible.
4. Repetition
·
I noticed the use of repetition in two places in
this commercial, in the music and in the back and forth style between the two
competing products. Both of these forms
of repetition worked to achieve the same goal, to show that the comparison of
products is almost unnecessary. The music speeds up as the kindle continues to
win in every comparison and then slows down as the iPad accepts defeat proving
that the kindle is the better product.
5. Warm Fuzzies
·
In a sense this commercial does use “Warm
Fuzzies.” Although the advertisement is
not overflowing with images of puppies and children they did choose the
pictures they used extremely carefully.
The images portrayed on the iPad are relatively stagnant and lacking in
color. Where as the images on the kindle are vibrant and warm to further
illustrate how much better the kindle is.
3 Course Themes:
·
This commercial for the kindle fire highlights
the competitive nature between media products.
It is also a great example of how media can be manipulative in there advertisements
by highlighting an obvious choice for the consumer. In addition the commercial does an excellent
job incorporating a wide variety of elements including narrative, music,
images, and written words in order to maximize the advertisements effectiveness.
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