Thesis: The Samsung Ecobubble Washing Machine is so environmentally friendly even polar bears will want to use it to wash their stains.
Triune Brain: This commercial provokes the reptilian brain, when the bear is first spotted the fight or flight response is activated and the crew flees from their photo-shoot. The rational brain is triggered in order to understand the commercial’s message (the eco-friendly washing machine can even clean an animal’s messes.) The limbic brain is also used because viewers are processing the images of the snow, forest, and wildlife throughout the commercial.
Three Shifts/Trends: This commercial includes an epistemological shift, the majority of the ad is images of the bear doing laundry and the surrounding snowy landscape. Only at the end does text appear showing the name and brand of the machine. There is also a discursive shift in the ad, Samsung is trying to market a machine that can wash stains out with only a cold wash. It brings up the conversation on safer methods of doing laundry in order to save energy and the environment. Through the personal shift anyone can access this commercial and share it through social networking sites. On YouTube there's the option to share the ad to sites like Facebook, Twitter, and Google Plus.
Five Facts: Bears can easily interrupt The Samsung Ecobubble Washing Machine photo-shoot. Polar bears will want to wash their dirty coat in the washing machine. Bears wear boxers. Bears are talented jugglers and musicians. A cool-water wash can clean a polar bear's coat.
Three Principles: The principles used in this commercial include emotional transfer. The animals are cute and funny which brings about an impression of lightheartedness felt by the audience. Samsung uses production techniques to further sell its product. They use images of wilderness like Manning Park to make the viewer feel close to nature. Special effects like the digitally animated bear are main points of the ad, the lighting is white and clean which relates to the clean approach of the washing machine. The actors are instructed to appear very frightened by the bear in the beginning of the commercial, causing the viewer to be unsure if the bear is real or not. The value message behind the advertisement is one of sensitivity to the environment, consumers should start being more environmentally conscience when washing clothes. This ideological message is intended by Samsung as it's targeted to eco-friendly young adults.
Five Persuasive Techniques: This commercial makes great use of the warm fuzzies to persuade the viewer. By using cute bears the audience feels a sense of warmheartedness; the bears juggle, build snowman, dance, and play the guitar, they're adorable and fun for the viewer to watch. By creating a story in the ad, Samsung is persuading through timing. The combination of the set, actors, and the plot twist at the end frames a narrative for the audience to follow. Diversion is employed in the commercial. We're never told how eco-friendly the Ecobubble Washing Machine is, or how well it gets stains out, instead were given the opinion of the polar bear. There is humor throughout the ad, the bears are wearing boxers and acting like regular human beings. This personification extends to the fifth persuasive technique of hyperbole which exaggerates the practicality of the commercial with an animated bear as its main feature.
Three Course Themes: Samsung is engaging in the ongoing conversation of energy and the environment by marketing a product that will have positive effects on the eco-system. It promotes the idea that the Ecobubbler Washing Machine is so synonymous with nature that even wildlife approves of its energy efficient features.
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