Project 1

Technology Changes Everything

THESIS:
The main argument of this commercial is that the use of technology is crucial to getting a degree because it can turn the world into your classroom, as opposed to learning from within the confines of four walls.

TRIUNE BRAIN:
The first brain this commercial engages with is the emotional brain. A lot of people connect with images of children because it brings back fond memories of their childhood. The children are also speaking positively and portraying an uplifting message. The rational brain is engaged throughout the commercial, but more so at the end when one child asks you how technology will change you. This requires the audience to think about the different ways that technology changes your life. The last brain this ad engages with is the reptilian brain. It does so by repeating words and images, which keeps your brain actively thinking about what the children are saying.

3 SHIFTS/TRENDS:

The largest shift represented in this commercial is an aesthetic shift. This is because the ad discusses how technology can move a learning environment from inside a classroom to out into the world. The next shift shown in this ad is a personal shift. The technology shown is allowing people to learn by self-teaching, instead of lecture-style with a professor. The final shift shown is an epistemological shift. In a traditional classroom, most things are handwritten on paper, whereas in this “worldly” classroom, there is no need to for things to be written down when they are all on the portable screen in front of you. 

5 "FACTS":

The largest claim this video made about new digital media is that it can change the higher education system. A second claim made is that technology “makes things smart and bright”. A third claim made in the commercial is that connecting technology to the internet can bring knowledge. Another claim made is that this knowledge can be accessed through online classes, courses, and seminars. The final claim made in this commercial is that technology can change education because the world can become your classroom.

3 PRINCIPLES:

The first principle shown in this commercial is individual meaning. This is because the ad portrays that children understand that this use of technology can help people achieve their goals of getting an education. This ad is meant to target people who want to receive a higher education, but not in the traditional way, because it provides an alternative to classroom learning. The second principle shown is emotional transfer. By using children, Ashford University brings a sense of innocence to their commercial because people feel like they can connect and relate to the children. The final principle shown in this commercial is “reality” construction. By adopting technology as the primary way to learn, Ashford University is providing a trade-off situation for their students. Students can get a diploma if they agree to learn outside of a traditional classroom.

5 PERSUASIVE TECHNIQUES:

This commercial uses many persuasive techniques. The first and most obvious is the warm fuzzies. This entire commercial shows images of children, which warms most people’s hearts. The second persuasive technique shown is nostalgia. The images of children will often invoke reminiscent memories of one’s childhood and who they idolized and why, which is exactly what these children are doing. They’re telling us about the people they look up to any why. For these children, the people they idolize are older family members who received a degree form Ashford University. The third persuasive technique is the commercial’s use of repetition. Not only do the images of children continuously fill the screen, but also these children repeatedly use the terms “smart” and “bright”. The fourth persuasive technique used in this commercial is plain folk. These children are talking about their family members who received their degrees from Ashford University. The message is this ad is that if they can do it, you can too, through the use of technology of course. The final persuasive technique is rhetorical questions. This commercial ends with the children asking two questions; “isn’t technology great?” and “if you had a degree, would it change you?”. These questions are intended to get the audience thinking about the different ways that the use of technology can better their lives.  

3 COURSE THEMES:

The use of technology is crucial to obtaining a degree in today’s world. By getting a degree, you are changing and bettering yourself. Technology itself is smart and bright, and, therefore, by using technology, you become smart and bright as well.