1. “The idea-associative montage juxtaposes two seemingly disassociated events to create a third principal idea or concept—that is not contained in either of the montage parts” (Zettl, page 402). One such idea-associative montage is comparison idea-associative montage which comprises of shots that are juxtaposed thematically related events or objects to establish the same basic theme or idea. Video commercials still make frequent use of comparison montages because they must get complex messages across in a short time. Mazda created a commercial in which helps to explain this type of comparison idea-associative montage (https://www.youtube.com/watch?v=YbXRA9TYFyU). The video shows a cheetah turning into a Mazda CX-5 to help show the cars versatility …show more content…
“In the collision montage, you clash two opposite events to express or reinforce a basic idea or feeling” (Zettl page 404). The collision of these events create a tension that helps to improve the familiarity of those viewing the video—these instances can be not too obvious because if they were, those people would catch on and become annoyed with it rather than engage in it. Zettl provides the example which compares a homeless and hungry man searching through a garbage can looking for a mean then a shot of a “well-nourished glutton indulging himself” (Zettl, page 404). The example I chose is a Asian ad which depicts two children side by side, the boy on the left is probably an everyday teen while the little girl on the right is clearly impoverished (https://www.youtube.com/watch?v=dt1EQFyA2wQ). I believe the commercial is adverting clean water for those in impoverished territories/situations. This is an extremely powerful and insightful ad which hits the viewers and tugs on their heart strings but definitely enlightens them in a way that could possibly influence them to help out as well. “While the collision montage is a powerful filmic device, it is also an equally conspicuous one, so be extremely careful how and when you use it. If the montage becomes too obvious, you will alienate rather than enlighten or emotionally involve the sensitive viewer” (Zettl page 404). I think the example provided definitely was not too obvious in a way that effects how the viewer sees the
Scholes analysis of this video text references his tools of “power and pleasure” (Scholes, p. 619) many times. Throughout the commercial visual effects are placed in order to capture the audience as we are offered an “enhancement of our vision” (Scholes, p. 619) by them, according to Scholes. A key feature of the commercial, the slow motion v...
In 2010 the ASPCA (The American Society for the Prevention of Cruelty to Animals) came out with a commercial that would shock the advertisement industry. The effectiveness of this commercial is proven, simply by watching the reactions of the commercial’s viewers. For those who have never seen the video it has a very sad and morose tone to it. The commercial begins with showing pictures and videos of suffering animals with the song “Angel” playing in the background. While this is going on the narrator of the commercial (Sarah McLachlen) is softly talking about the suffering and abuse that these unfortunate animals go through. Through many different rhetorical techniques the viewers are many times brought to tears after watching this commercial. When thinking of pieces of Rhetoric that demonstrates the use of pathos, the first thing I think of is this commercial. The sole purpose of this commercial is to emotionally compromise the audience until eventually the viewers will donate money to the cause. This video is so affective at completing this goal because of the way it connects to the viewers, and the way it uses many different methods to attack the viewer’s emotions.
The question often is what makes a good advertisement? The answer is simple, it should be able to grab the attention of the targeted audience, and even better it should be able to make the targeted audience fall in love with the advertisement so that they can be persuaded to achieve the desired results. Of all the forms of advertisement, TV commercials always are the best considered effective way to pass the message to the targets. I believe that the combination of audio-visual effects can engrave the commercial into the hearts and minds of the viewers and that is why I have chosen to analyse a TV commercial by Weetabix: Weetabix Chocolate Dubstep Cereal Commercial.
In this generation businesses use commercial to persuade different types of audiences to buy their product or to persuade them to help a certain caused. If you analyze commercial you can see how certain things play a major role in the success of a commercial. The ad I decide to analyze as an example is the commercial snickers used during the Super Bowl in 2010;”Betty White”-Snickers. This commercials starts off with guys playing a game of football with an elderly women know as Betty White. As Betty White tries to play football she is tackled to the ground. Her teammates refer to her as Mike when they come up to her to ask why she has been “playing like Betty White all day”. This helps inform the audience that Betty White is not actually playing but instead represent another teammate. As the guys keep arguing Mikes girlfriend calls her over and tells her to eat a snicker. Betty White takes the first bite and then suddenly a man appears in her place ready to finish the game. At the end of the commercial the statement "You're not you when you're hungry" is shown followed by the Snickers bar logo. What this commercial is trying to show is that hunger changes a person, and satisfying this hunger can change you back to your normal self. They use different types
A good advertisement always can leave a deep impression to the audience. It associates with the rhetorical skill to represent the meaning of advertisement. An advertisement I want to discuss is about domestic violence topic. (this advertisement from Amnesty International). It is a public service advertising. The purpose is hope three types of audiences can pay more attention to domestic violence and makes an effective use of pathos by appealing the sympathy of the audience. This is the most impressive ad I have ever seen.
The video describes how our society may not even care about the product being advertised, but we still read the billboard or watch the commercial. Also mentioned was the use of colors in a commercial, the marketing effects in politics, and even market research obtained by studying different cults. Frontline takes an in-depth look at the multibillion-dollar “persuasion industries” of advertising and how this rhetoric affects everyone. So whether this is in the form of a television commercial or a billboard, pathos, logos, and ethos can be found in all advertisements.
For this paper, I looked at two ads that I found extremely powerful. The first ad has a picture of a woman who cannot be recognized at all, with a picture of what she used to like in the bottom left corner of the ad. The ad states that “not everyone that gets hit by a drunk driver dies.” Thus revealing the woman as a victim of a drunk driver. The second ad that I have selected was a picture of a parking stall for handicapped drivers. The ad has in bold white letters “Every 48 seconds, a drunk driver makes another person eligible to park here.” These ads are both powerful in their own sense, however, the ad with the victim of the drunk driver strikes me much harder than the one with the handicapped parking stall. Although both of these ads use a strong sense of pathos to get you to feel bad for those affected by drunk drivers, the ad with the picture of the victim has a much stronger effect.
In the 1920s, artist like Sergei Eisenstein, Dziga Vertov and Vsevolod Pudovkin started experimenting with the new technique in their abstractfilms which is known as montage. Montage which is a synonym for Editing is a technique where two or more shots are juxtaposed which create a new meaning thatis not existent looking at the shots individually (Manovich, 2001). Few of the early examples of films using this technique are The Battleship Potemkin(1925) by Eisenstein and Man with a Movie Camera(1929) by Vertov.Montages are widely used in many other TV production areas like Advertisement, Dramas, News Programs and Music Videos. The Music Videos make excessive use of montages for the imagery in theirsongs; one of the examples is The Buggles- Video Killed the Radio Star (1971) which was the first music video to be shown on television at launch of MTV in 1981. Both Films and Music Videos use different approach towards editing of their shots, which plays a major role in maintaining balance between audio and visual information.
The first image I have chosen to discuss is a smoking advert from the 1950’s. It features John Wayne smoking a Camel cigarette. It is a commercial advert, because it is trying to sell a product. Conversely, the advert that I will be comparing with is an advocacy advert, because it is trying to persuade you not to smoke. It is giving you advice about an activity which is considered controversial. It is an advert from ‘Alghanim Medical services 2000’. It uses a very formal font and adds formal authenticity.
This commercial presents a simple story, unlike a more common vehicle commercial that typically endorses the product
In the presented essay I will compare the style of work of selected artists in the montage of the film. I will try to point out some general regularities and features of Soviet cinema. At the same time I will try to capture especially what is common in their systems and similar or conversely what differ. For my analysis, I will draw on the feature films of the Soviet avantgarde, namely these are the movies - The Battleship Potemkin (S. Eisenstein, 1925), Mother (V. Pudovkin, 1926) and The Man with a movie camera (D. Vertov, 1929).
Then it changes the scenery to the two boys each wearing a back pack, walking home from school down the street alongside a white picket fence with several houses and trees off in the distance. It is raining, and the older brother is holding an umbrella over them, but quickly walks ahead and rounds the corner leaving the young boy in the rain. To avoid getting wet, he covers his head with his bookbag. To switch gears, the creator of this ad takes the audience back into their home. Initially, the focus is under a table where there are 2 sets of legs, both wearing red Converse shoes with white laces and one boy steps on the other's foot. It quickly flips the camera view to the boys at a table and the young boy "elbows" the older boy and the older boy makes a face as he is scolded by his parents. It is apparent that they are having a family dinner. The shoulders of two additional people are visible. One person is wearing a navy-blue shirt, the other is wearing a mauve colored shirt. There are four partially full Coca-Cola glasses and a bottle of Coca-Cola Zero on the table. The final setting is the younger boy sitting on a park bench on a hot sunny day, with headphones around his neck, a bottle of coke to his right, and his bookbag on his left with people playing basketball in the far distance behind
The technology of today has allowed for advertising to reach every corner of our lives. Commercials show on the television, pop-ups and sidebars are on your favorite website, and in the games you play on your phone. Noël Sturgeon and Jean Kilbourne both look at the effects that advertisers use, with Sturgeon it is nature used in ads, and Kilbourne focuses on women.
When someone comes into a Burger King, one may think of burgers, fries, and sex? The advertisement by Burger King features a woman preparing to eat a sandwich in a provocative manner. Many advertisements such as the one referenced combine many aspects of imagery to convince consumers to purchase their products or services. This has been executed enough to a point where it has been developed into a science. The psychological effects, such as subliminal messaging, influence the consumers to look at the company in a new light and to appeal to the products in a more admirable perspective. In order for companies to stay in the public eye, it is essential for marketing teams to create advertisements that break barriers and catch the attention of
In the process of advertising, there are sundry techniques that are applied that may either establish positive or negative effects to the products. Some of the aspects that make an advertisement to be taken negatively by the consumers is that it is to be believed to be economically improvident; and on the gregarious aspect, it provides the little truth about a certain product. All these aspects are the few examples of the aspects of advertisement that render it to being negative to the society. The culled advertisement of mine was pristinely run during Super Bowl XLVIII between the American Football Conference (AFC) champion Denver Broncos and National Football Conference (NFC) champion Seattle Seahawks. The date that the advertisement was