العربية نعيش الخبر
THESIS:
The thesis of this commercial is that “AlArabiya” takes you to the event instead of bringing it to you, which goes along with their slogan “To Know More”.
TRIUNE BRAIN:
The rational brain is stimulated throughout the ad as it tries to make sense of the ad and find its purpose, and it is stimulated at the end by the words that read “We live the event. One goal, to know more.” The emotional brain is activated by the high dramatic music as well as the difficult situations depicted such as the woman with the child that’s trying to cross the border in 00:30, and the protesting scene in 00:37-00:42. The reptilian brain is also affected by the dramatic music that brings out the fighting part through the feeling of excitement, and the fighting part is also stimulated by the feeling of danger with the man parking his Lexus next to the tank.
3 SHIFTS/TRENDS:
There is an epistemological shift in the ad in that it plays the whole time through showing videos and images without the use of any words except at the end to show the slogan of the channel. An aesthetic shift is present in the commercial because it is available on the video streaming website youtube for everyone to watch as well as on the website of the channel itself, and the fact that I first saw this ad on my cellphone shows that there are ways other than television to see this commercial. There is a political shift in the ad where the journalist takes the elevator with the powerful, surrounded by security, man in 00:09 and then leaves the elevator showing a de-regulation.
5 "FACTS":
News gathering and reporting is not an easy task.
The stock market is always intense.
Governments do not like protesting.
Their offices are really neat and organized.
3 PRINCIPLES:
Reality construction is a principle used in this commercial in showing that society is dependent on the news in forming their opinions and/or taking a side or being subjective , and as a news channel, they strive to provide society with the most credible and trustworthy news; however, using a cinematic, film like commercial goes against that. Production techniques is another aspect that is strongly used in this commercial. It is only one minute commercial in which they have shown way too many scenes and scenarios from wars, protests and injuries to elections in 00:14, the stock market, and emigration issues. Thirdly, ownership is used to promote not only the channel “AlArabiya”, but also the whole group of MBC as a leading arab television family that has operated since 1991 as the Middle East Broadcasting Corporation.
5 PERSUASIVE TECHNIQUES:
The commercial strongly implements the technique of beautiful people. Beautiful people are present throughout the ad as beautiful women and attractive men, not only the news reporters are beautiful and attractive but also almost the entire cast of the commercial is appealing. Group dynamics is also used in showing that the news report moves from one person to another so it gets announced, which also indicates that they work on their news and carefully evaluate their accuracy before they are reported, which I think is the bigger message of that group dynamics use in the commercial. Another technique is nostalgia for childhood and perhaps warm fuzzies at the same time by showing the children playing soccer in 00:26-00:29. Simple solution is used as well in the commercial in suggesting that “if you want to live the event, watch “AlArabiya”.” Finally, timing is a great element of the commercial in accompanying the various scenes, that plays on different emotions, with the dramatic music.
3 COURSE THEMES:
The ad shows the change in the way that news are reported in our time using digital and media techniques that make news reporting easier. The ad also shows that our lives would be richer in information and excitement if we receive truthful and credible news. Thirdly, this commercial depicts the world as a theater and reporting its news is producing films to the viewers, who are the audience, without the need to buy a movie ticket.
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