Google: Here's to 2013 (Matt Fahey)

https://www.youtube.com/watch?v=Lv-sY_z8MNs

Thesis:

           

This commercial alludes to the idea that Google is the primary vehicle for information that the world uses while promoting a romantic view of the given year of 2013.

TRIUNE BRAIN: (PROVIDE 3 OBSERVATIONS)

           

This commercial really hits on all aspects of the human brain. Music is used to bring forth an emotional response to the varying images that are displayed. The music gradually picks up in tempo/beat that gradually establishes a pinnacle of inspiration and perhaps excitement which appeals to the reptilian brain. When it comes to the first image that is shown I am not sure as to the nature of its intentions of the advertisement in regards to the reptilian brain but showing a baby is definitely related to our natural instincts. The rational brain is activated initially when the phrase “In 2013, the world searched for…” What is this? It really catches the viewer’s attention and prompts a rational inquiry.

 3 SHIFTS/TRENDS: (PROVIDE THREE SHIFTS WITH SPECIFICS)

            Google is basically the top search engine that people use online, and because of this it has become a beacon of controversy as it collects data on its users. The ad does not explicitly look at this issue but does ironically highlight that searches are in some way recorded. Google itself certainly embodies the cultural shift in which data, like internet searches are recorded. I found this advertisement on YouTube and on the internet so being able to locate this ad is quite the technological shift away from analog. Epistemologically speaking the ad demonstrates an interesting interplay between word and image. While image is surely the main means of informational conveyance, it is words that are regarded as symbolically powerful in that they serve to demonstrate the years past stories through relative connotations, like showing accomplishments after the query “inspiration”.  

5 "FACTS":

1.      EVERYONE uses Google- The ad uses the phrase -“..the world searched for”- Perhaps they are referring to combined records of search engines , however without stipulating they are leaving room for the assumption of viewer that that world uses Google.

2.       

2.       Google has a variety of applications.- They show Google earth, regular typing search capability, and Google verbal search.

3.       Everybody gets along.- Shows humans coming together and no conflict. There is evidence of strife but these are highlighted in this advertisement as people coming together where mostly good things happen.

4.   Technological Growth is good- Although technology improves our lives it can also have negative effects as well. This advertisement shows technological improvements like a bionic hand and mars rover implying the claim that technological improvement can only benefit us.

5.       The World Is Uniformly Thinking.- “Zeitgeist” –means the spirit of the time- dominant mode of thought.  

3 PRINCIPLES:

1.      Value Messages- this advertisement is mostly Western Bias, Euro-American centric. The ad is placing more of a value upon the culture of Europe and USA. Yes, Google is an American company however their ad proposes that the world uses it, but then it shows a narrow perspective of mostly events that happened in Europe/North America. It also appears to valuing progressive movements as there are clips of two guys getting married and there is brief shot of a child with a free Syrian flag, and a woman in a hijab driving a car.

2.      Emotional Transfer is almost the entirety of the advertisement. An epic background music track with inspirational images and photos.

3.       Ownership of both this advertisement and the way in which I accessed it (Youtube and Google Chrome are both owned by Google). The advertisement promotes the idea that Google is has vast potential and that everybody uses it.

5 PERSUASIVE TECHNIQUES:

1.        The bandwagon technique is used here. Advertisement implies that the world is using Google.

2.        Symbols are exhibited. The linguistic weight of certain words like “courage” and “inspiration” along with powerful images that could relate to these words creates a symbolic synergy.

3.        Nostalgia is used with imagery. Certainly when looking back at a given year, it is reasonable to be nostalgic, I personally think that this advertisement was overly romantic which helps elevate the nostalgia.

4.        Group Dynamic of people together no matter what country.

5.       Warm Fuzzies, the ad clearly is all about warm fuzzies, and emotional response. Music and imagery.

3 COURSE THEMES:

            The advertisement associates Google as a universal tool that everyone uses and that we are a greater, better community if we use Google. In this age of information, media are at the center point of creating a consciousness for people. The subliminal power of media can shape our reality but if our reality is assumed to be universally shared when in all actuality it is not, are media doing us a disservice?

New beginnings, new frontiers, ways to help, courage, goodbyes, inspiration!

https://www.youtube.com/watch?v=Lv-sY_z8MNs

                                

RedBull Commercial- Davin LaIacoma

The World of RedBull

Thesis

RedBull supports its extreme athletes and if you too drink the product you may have a chance at achieving greatness. 

Rational Brain

This commercial gives the viewer a sense of realization of what is possible and the opportunities that are open to them.  By showing the extreme clips of RedBull's athletes, the viewer's rational brain can start to think of possibilities and what they are doing at that moment.  The commercial also gives off an idea of getting out and doing something. 

Emotional Brain

The brain is moved emotionally through the images of scenery, actions, narration, and the music played in the background.  The images of the scenery touch the fact that the world around us is beautiful and we need to get out and explore.  Actions and music act together to inspire and make one in awe of what is happening in the video.

Reptilian Brain

Danger is everywhere in the commercial and RedBull uses it as one of the driving factors of their company.  They are able to show the ordinary person that things are possible by pushing limits.  Although our first instinct is to avoid these dangers, the actions done in the video makes the viewer want to fight that fear.

Aesthetic Shift

The aesthetic shift in the commercial is that you can watch what someone does in their life on YouTube.

Epistemological Shift

Instead of advertising through a testimony or written ad, RedBull uses the images of their athletes to convince the viewer that with their product opportunities are open and out to be explored.

Discursive Shift

Discursive shifts are all about taking a subjective view on something instead of an objective or bias free view.  This video does not show anything about health issues related to their product, just what is possible if you drink it.  

Five Facts

• There is an open world around us and we should be out to conquer it.
• The human body can do a lot and we need to test our limits.
• If we think of something, it can be made possible.
• RedBull's athletes are inspirational.
• To enjoy life, one needs to do what they love.

Three Principles 

1. Emotional Transfer:  The commercial is all about pushing limits and being inspired by some of the professional athletes shown.  There is a want to be able to do something that you have seen in the video and therefore the commercial has changed your mood and drives you to think.
2. Production Techniques:  From the man talking about pushing limits to the actual footage of the action, there is constant thought out ways of getting the viewer thinking.  The overall vibe is inspiring and the awe at the beauty of where we live.
3. Pacing: By quickly swapping between video clips,  the producers get a lot of action into such a short time.  It doesn't give you time to analyze the whole action going on (scenery, athlete movement, difficulty, etc.).  

Persuasive Techniques

1. Big Lie:  The big lie is usually a way used to convince you that if you use this product you can do this.  RedBull uses this as a way to get the viewer excited through their advertisement.  The goal is to make the viewer drink the product and make them believe they can do extraordinary things also.
2. Rhetorical Questions: RedBull is using the question of being able to push your limits to get the viewer in a mood of testing boundaries and what they can do with their lives.
3. Simple Solutions:  By drinking our product, you will be on the level of our professional athletes.  The appearance that they all use the product makes the viewer get a sense of needing this product to achieve something.
4. Beautiful People:  The athletes themselves are not shown but the actions that they are taking give the viewer a beautiful image of the world and the moment that is captured in their actions.  The eye and wind blowing over the mountain are two examples of this strategy in the commercial.
5. Testimonial: Sponsorship is a big part in the ad.  RedBull gives all images of their name on their athletes which gives the audience the insight that they are the product and would enjoy the drink in their lives too.  For example every helmet, car, and piece of equipment has a RedBull sticker or decal on it.

Course Themes

1. RedBull's commercial shares a feeling of excitement with their audience and it gives the viewer a want to do more.  This medium style is perfect for touching the senses and mind of the audience through example.
2. RedBull drives their media campaign through being able to advertise their sponsored athletes.  The main focus is to get out and do something that you never thought you would be able to do.  Without this sense of go and try it, their extreme views on life could not be relayed to the average audience.
3. Capturing life as it happens and sharing it to the world is a major factor in the creation of streaming sites such as YouTube and Vimeo which are a large part of our 21st Century Media.

Project #1: Lindsey Garland (GoPro)

GoPro: Art Of The Double Cork With Bobby Brown

Thesis: 

This commercial shows that with a GoPro camera you can film your life from a totally new perspective and share the footage of your extreme life with your peers.

Triune Brain:
The neocortex (rational) brain is activated whenever you see words within the ad.  It is first engaged at the beginning of the ad when the GoPro logo and the slogan "Be a HERO." come across the screen.  It continues to function throughout the commercial, because there is text showing the athlete's (Bobby Brown) sponsors on his gear.  At the end it is also functioning when the logo comes across the screen again and it reads "World's Most Versatile Camera" and shows both "gopro.com" and "#gopro"

The limbic (emotional) brain is being used throughout the entire commercial. The music affects the feeling of the ad, making it seem a bit intense in order to add suspense.  The images of the skier sending a double cork are also being processed though the limbic brain.

The reptilian (instinctual) brain is accessed through the music, which give a feeling of excitement to the viewer as they wait for the skier to go off the jump. There is also a feeling of excitement that is brought on by the images, you become tense as you wait for the skier to come off of the jump and land it successfully.  The combination of both the music and the images brings out the fight part of the reptilian brain.

3 Shifts/Trends:
There is an aesthetic shift within this entire video, from the way that I am watching it (streaming it off of YouTube) to the ways in which this device can be used.

The video shows a technological shift because it is showing the new technology available for videography.  GoPros are known for being a revolutionary way of capturing moments; this commercial demonstrates just that.

There is an epistemological shift evident within this video because it is using mostly imagery to convey the product's abilities to customers.  Nearly the entire commercial is done with images, only a small amount of text is being used.

5 "Facts":

1. GoPro is the "World's Most Versatile Camera".
2. GoPros are durable cameras; they can be used during extreme sports.
3. GoPros will make you "Be a Hero."
4. GoPros are compact cameras.
5. GoPros can be mounted in different ways to achieve interesting angles. 

3 Principles:

This commercial uses ownership, it was made by GoPro in order to support both their product and one of their sponsored athletes.  It's most noticeable when the logo and slogan is being shown across the screen at the beginning and the end of the ad. 

There are also value messages being portrayed through this ad.  It shows the customer that if they buy a GoPro they can film valuable moments in their life in a way unlike any other.  There is also an unintended value message that shows an athlete doing an extreme trick, possibly sending the message that those who use GoPros can do similar things. 

The use of individual meaning is evident in this commercial because it's speaking to a specific demographic of people.  People who are most interested in this commercial are most likely those who are either interested in action sports, videography and photography or a combination of the three.

5 Persuasive Techniques:

Hyperbole is a technique that's used.  It makes the claim that it's the "World's Most Versatile Camera", which is a bit of an exaggeration.

Testimonial is also used in this ad.  They have Bobby Brown, a professional skier, using their product.  When someone who looks up to Bobby Brown as a role model for their skiing they may want to use the product. 

Repetition is used when the GoPro logo is flashed upon the screen at the beginning of the ad as well as the end. 

Bribery is evident within the GoPro slogan "Be A HERO."  It causes the consumer to be bribed into wanting to buy the product and really be a "hero".

Symbols are also being used often, through the use of a phrase ("Be A HERO."), a graphic (the GoPro logo) and an icon (Bobby Brown). 

3 Course Themes:

This commercial shows us that technology is advancing in terms of quality, size and durability.  They use excitement to hold their viewers attention, while advertising their products.  It is showing us that the extreme nature of the sports in which the athlete is doing can be done with their product, encouraging those who buy it to get active. 

Project 1: Google Chrome Add

Thesis:

You can use Google Chrome E-mail to connect and have a better relationship with your kids.

Triune Brain:

This video appeals to the rational brain as we read the text and understand the messages he is writing in his emails. This video appeals to the emotional brain by using sound and images with the upbeat piano music, giving the viewer a feeling of inspiration and joy. It also shows the love of a father for his daughter and the stories of her growing up. The commercial appeals to the reptilian brain by showing images of family and connecting to the brain's natural instinct to mate and reproduce.

3 Shift/Trends

1) Epistemological Shift: This shift is shown with the use of images and videos instead of the written word. 

1) Economic Shift - The video is on YouTube which is owned by Google, the same company this commercial is promoting and is often seen as a commercial before other youtube videos. 

2) Aesthetic shift - the ability to watch this video not just on a computer but on mobile divides, like iPhones and tablets. 

5 "Facts"

1) Google chrome can help us connect with people.

2) E-mail can help fathers build their relationship with their children.

3) You can show your love for your children using e-mail.

4) Documenting your child's life will make you a better father.

5) People can choose what to do with the internet.

3 Principles

1) This commercial uses the value messages, implying that you can use Google Chrome to be a good father and connect with your daughter.

2) It also uses emotional transfer because it shows a father's love for his daughter and how he sees her as she is growing up. Especially when he writes about her being in the hospital, the commercial makes the viewer understand his emotions and fear.

3) Finally, this uses individual meaning. Although it is about a specific family, the message is about how media can have a positive effect on the way we connect with each other and brings us closer. This goes against what many people believe, that the rise in digital media is making us less connected and more isolated.

5 Persuasive Techniques:

The first technique I noticed is the plain folks, showing a simple person, Daniel Lee, who is talking to his daughter one on one as she does everyday child activities like learning to ski and getting sick. The second, and I believe most effective technique used, is the warm fuzzies, showing an adorable child laughing and smiling. The music and the images are example of the timing technique, using upbeat music and images to make us feel happy and emotionally connected with the child. This video also uses the nostalgia technique, reminding the viewer to either their own childhood and relationship with their parents or their children when they were young. Finally, this uses the bandwagon technique, implying that if you are not using Google Chrome you are missing out on a special relationship with your child.

3 Course Themes

This commercial illustrates the way that technology has completely changed the way we connect with each other. Instead of writing letters, we are writing e-mails, instead of printing photos for scrapbooks, we are uploading them to the internet, and instead of writing in personal journals, people are uploading their experiences to the internet through blogs or e-mails like Daniel.

DirectTV Ad

Thesis:


This commercial argues that upgrading to digital cable will make for a smoother personal life, free of conflict or setbacks.


Triune Brain:

Neocortex- As soon as the commercial begins, the neocortex is activated as it processes the words of the narrator. Over the span of 30 seconds, the neocortex is constantly activated as we analyze the words and images on the screen and relate them to our own lives.


Limbic- The use of humor in the commercial taps into our limbic brain, causing us to laugh at the unlikeliness of the events which occur. It also taps into the emotion of fear, making us afraid of the conflicts that may possibly happen if we do not switch to digital cable, such as ending up alone.


Reptilian- Though very brief, the commercial appeals to the reptilian brain by implementing a appearance of the man's spouse, tapping into our animalistic urge of finding a “mate.” As the commercial progresses, we realize that after his initial reaction toward his cable problems, he is abandoned and left to live a life alone.


Shifts/ Trends

Technological shift- A shift from analog to digital is clearly represented in this commercial, as it is urging the audience to do away with cable TV (analog) to DirectTV (Digital).

Aesthetic shift- Because I am viewing this commercial on my laptop, and can also view it on my television and iPhone, this commercial represents an aesthetic shift, as it is streamed through various multimedia platforms.

Personal shift- A personal/participatory shift is highlighted in this commercial because DirectTV is not for the masses, but rather only available to folks who purchase their services, which is an active participation in this medium on their part.

“Facts”

• Cable can induce a ton of stress, but DirectTV is stress free
• Cable will cause you many problems
• DirectTV will improve your life
• The stress of having cable will interfere with your personal life
• Anger issues will have a negative effect on a person's life

Principles

Reality Construction- This commercial constructs a realistic and typical reality for the average working middle-class person/family, with events that are completely plausible and imaginable.

Value Messages- If you do not make the shift from analog to digital, you will endure many hardships that will negatively effect your personal life.

Emotional Transfer- Though humor is one of the greatest emotions transferred in this commercial, the emotion of fear is also transferred, as many people fear the idea of a dwindling personal life that will cause them to be alone forever.

Persuasive Techniques

Flatter- This commercial subtly uses flattery, suggesting the audience will make a smarter decision of purchasing DirectTV, unlike the person in the commercial who made the mistake of sticking to standard cable.

Humor- Humor is greatly used, making the audience laugh at the exaggerated events which spiral out of control.

Plain Folks- The commercial appeals to the common, middle-class, working man/woman who can afford to buy DirectTV.

Repetition- The phrase, “Stop taking in stray animals,” and “when you..” is repeated more than once, which places a strong emphasis on the downward spiral your life will take when you don't buy DirectTV

Either/Or- This technique is used subtly in the commercial, as either having DirectTV, with a social life and your life in order, or you having cable which causes your life to be in shambles.

Course Themes:



This commercial appeals to an “out-with-the-old-in-with-the-new” type of mentality, as it shifts from the use of standard to cable to digital television, which is a central theme in Media Revolution. It is a prime example of the way we live today, where it is rare not to see things that are digital. As the digital age takes over, we leave behind old mediums in the dust.

Project One: IPad Air, Julia Hughes

Thesis:

The IPad Air allows you to live your life to its fullest potential, by using the IPad Air you are not hindering or distracting yourself with technology but using it as a tool to enhance your life.

Brian:
The Limbic Brain is triggered by both the music and spoken word. The music starts out soft and slow but then becomes louder and more complicated. By doing so, the music creates a sense of importance and urgency. The dialogue is a quote from the Dead Poets Society and is voiced by Robin Williams. The Neocortex is triggered in making sense of dialogue.  The message the dialogue sends is one of inspiration and taking pride in one’s own life. When considering this commercial for what it is, linking this quote and the IPad suggests that each is an encouragement to go out, make something of yourself, and enjoy life. The Reptilian brain is affected by the speed of the images, their transitions, and the music. The images start out slow placed and mainly focused on nature. As the commercial progresses, the changes images are portrayed for shorted amounts of time and the people within the images move quicker. The music also becomes faster. All of these aspects combined creates a sense of urgency. The last frame includes a return to nature and silence, ending the urgency.

“We don't read and write poetry because it's cute. We read and write poetry because we are members of the human race. And the human race is filled with passion. And medicine, law, business, engineering, these are noble pursuits and necessary to sustain life. But poetry, beauty, romance, love, these are what we stay alive for. To quote from Whitman, "O me! O life!... of the questions of these recurring; of the endless trains of the faithless... of cities filled with the foolish; what good amid these, O me, O life?" Answer. That you are here - that life exists, and identity; that the powerful play goes on and you may contribute a verse. That the powerful play *goes on* and you may contribute a verse. What will your verse be?”

Three Trends: 

A personal shift is depicted in the sense that all of the actions that people doing in this commercial can be accomplished without the IPad Air, yet in all of these instances they are using the device. In each situation these people are still able to do what they are depicted doing, yet in this instance they chose to use the IPad Air to help them do it. An aesthetic shift is depicted as many different forms of art are able to be created with the help of the IPad. The IPad is shown as the ultimate convergence machine, it’s able to record nature, play music, and lends itself as a piece of paper to be drawn on. The epistemological shift is demonstrated by the overall lack of text displayed. There is only one glimpse of a man working with text as opposed to the many instances of people viewing and creating images.

Five Facts:

• The IPad is helpful in the workplace.
• Use of the IPad can help to enhance education.
• The IPad is in itself an artistic medium.
• The IPad is durable and can go anywhere (depicted at high altitudes, in cold climate, underneath water pressure).
• The IPad is a universal tool and everyone can find a use for it.

Three Principles:

Pacing is clearly used in this commercial. This includes the pace of the music, the pace at which the images chance, and the pacing of the content of the images. The pace starts out slow, quickens gradually, and is then brought to a complete stop. “Reality” construction is contained throughout the video. There seems to be no downfall whatsoever to using the IPad, it seems to be a pristine, always working device. If this were true of Apple produce they would simply have no use for customer service. Production techniques used to grab the viewer’s attention vastly differing camera angles, differing between extremely bright and dark lighting, and use of bright and saturated colors. All of these techniques draw the viewer into the commercial, thus having a greater interests generated in the product.

Five Persuasive Techniques:

• Bandwagon. Almost every person in this commercial is holding, using, or looking at an IPad.
• Repetition. Seeing many people use the IPad generates an interest in what it would be like for one’s self to also use and IPad.
• Simple Solutions. It seems that by just buying an IPad your life can improve in almost every single way (i.e. enhance work performance, become more artistic)
• Big Lie. While the commercial depicts people having their lives enhanced, the IPad has the capability to produces the exact opposite result. Constant use of a device such as this can produce an over reliance on technology and can cause a loss of focus on reality and a seclusion into one’s self and the device.
• Beautiful People. A great deal of people in this commercial are engaged in physical activities (hiking, swimming, dancing). Almost every person is skinny or at a healthy weight, and those who are not are seemingly muscular.

Three Course Themes:

• The commercial’s main point is that the IPad Air and digital media technology it allows access to will make your life better.  
• The IPad Air allows for the convergence of many different forms of media.
• The IPad Air allows for quick access to endless sources of information and at the same time allows for equal opportunities to produce content. 

Project #1 - "I Forgot My Phone"

Project #1

 

THESIS:

This video clip contrasts life with a cell phone versus life without a cell phone. But rather than focusing on the advantages of cell phones, this clip mainly highlights issues of having a cell phone – making “forgetting” a cell phone seem more appealing.

 

TRIUNE BRAIN:

The rational brain (the neocortex) is being challenged the most throughout the duration of this video. The whole time, the audience is trying to rationalize why society has become this way, and why do we constantly ignore those around us for our cell phones. The reptilian brain is also being used to decide whether or not to fight or flight from these observations. One could either fight this representation of cell phones or they could flight from the problem at hand, and let it continue the way it is. The limbic brain is being activated when listening to the music at the concert, and also while they are singing “Happy Birthday” at the birthday party.  

 

3 SHIFTS/TRENDS:

This video is an example of an epistemological shift because it is a shift from words to images. This shift is also seen through the social network Instagram that is being used by those in the video. There is also a personal shift in this video because the cell phone users are communicating with personal accounts on social media websites. A technological shift is also present, because everything that is being done on their cell phones can be converted down to a digital code. Whereas everything the girl without a cell phone is doing is completely unplugged from the digital world.

 

5 “FACTS”:

·        Without a cell phone, it is difficult to communicate with your friends

·        No cell phone means you cannot capture every moment

·        Having a cell phone means that you have a lot of friends

·        You will get married if you have a cell phone

·        You can communicate with anyone anywhere anytime with a cell phone

 

3 PRINCIPLES:

In this video clip, phones are being seen for how they are really used. There are two opposing value messages portrayed by this though. One saying that in order to keep up with your friends, you need a cell phone. The other value message is that with a cell phone, you miss out on life happening right before your eyes because you are distracted by a screen. Another principle present is “reality” construction. But, this clip is actually showing the reality unlike many cell phone advertisements. A cell phone advertisement may show a girl using her phone to help her find the nearest playground, while this reality shows that the majority of the time kids are sitting on their phones rather than actually playing on the playground. An emotional transfer is occurring, but it is more focused on the emotions the girl without a cell phone is feeling, because she goes through many emotions throughout the day. The cell phone seems as though it is sucking emotion out of its users, because they simply sit there staring at their phones almost lifeless.

 

5 PERSUASIVE TECHNIQUES:

In this video clip we see the bandwagon happening from a perspective of someone who has not joined the bandwagon of owning a cell phone. A rhetorical questions is being asked: Do you want to ignore life and replace the reality in front of you with a screen? And a simple solution is also provided: Then get rid of your cell phone and you can begin to live life again. This clip also uses the warm fuzzies in an ironic way. When the girl turns the lights off to go to sleep with her boyfriend/husband – the peacefulness is interrupted by the light of a cell phone. Thus, showing that having a cell phone disrupts the warm fuzzies. The big lie is revealed in this clip. The truth is told about phones in the real world. What isn’t said in cell phone advertisements is said here.

 

3 COURSE THEMES:

This cell phone video illustrates that we are very dependent on our cell phones. We are able to capture every moment and communicate with all of our friends. However, this clip does not portray this theme as necessarily positive. The truth and reality about cell phones is that we are trading in our lives and the real beauty that stands in front of us for screens and always trying to be somewhere we are not. This video ultimately suggests that we should try to appreciate what is actually around us every once and a while.