Module #5- Tools of Persuasion

This is a commercial for the Honda Accord.


All the footage you see is real! That's one of the most amazing things- these are real skydivers doing real formations.
The video interacts with your reptilian brain with the first leap out of the planes, this is nerve racking stuff even for a firmly on the ground viewer. Once all the red and white jumpers are out into the air, the limbic and neocortex parts of the brain are activated. There is a sort of calm once they have joined hands and the trumpet music is playing. Even more so as the piano music sets in and the car starts to drive. And some thoughts as well: What are they forming? How do they do that? As the symbols for the steering wheel, the suspension and the camera show up the brain has to process those images and understand what they are and this takes a second or two. With "and...deploy" the reptilian brain is active again. Then there is another bout of calm intesity- the landing. Followed by a neocortex activating question; "What is next?"

1. Strength- This ad has the sort of epic, powerful feeling that comes with planes and skydiving. The combination of the airplane's roar and these daring feats translate to strength which can appeal to those drawn in by high action type of media.

2. Humor- There are definitely some chuckles in this commercial. The interactions of the men as they wait for the okay to jump is humorous. As are the different formations- especially the camera! These, I believe, are used to diffuse the strong images described above, and put the ad on a more accessible level with the audience. Not too intense, but not too funny either. A healthy mix of both to keep the intent- selling the car.

3. Symbols- The symbols in this ad are obvious. The steering wheel, the suspension spiral, the camera and the word Accord (the car's name). These are good ways to sell the vehicle's perks but there is only one symbol in this ad that was put there for persuasion purposes. It shows up at the very end, above the motto "The power of dreams." This symbol is the word Honda- almost as recognizable as the H that grace all Honda grilles.

4. Timing- The editing of this clip adds to the message. Cut from steering wheel sign to man driving the exact car being sold, to the skydivers intense concentration to the car again, and so on. The word "Accord" appears in the sky at the perfect time as well, showing up just when the viewer is involved enough to wonder what the skydivers will form next. They wonder and then...Pow! There is the brand name of the product and made in such a ingenious way as well!

5. Plain Folks/Well-Known Personalities- First, the plain folks. Though they soon are seen not to be the "plain" at all, the shot in the beginning showing the interactions and playfulness of the skydivers is so normal it makes what they do next even more incredible. And once they land, they again are refreshingly ordinary, this breaks down any walls between those associated with the car and the regular consumer. But there is definite opposite-of-plain character in this ad as well. This person's role didn't quite fit under the "Testimonial" category nor the "Beautiful People" one, but should be mentioned. This is Garrison Keillor, whose voice is heard every weekend on the radio show "A Prairie Home Companion". In this ad, it is only Keillor's voice that is heard; "Remember gentlemen, difficult is worth doing", and "Okay... what's next?" But this is his most well-know feature, and therefore quite fitting.
However, one can't pretend that every person seeing this ad will immediately recognize this voice. I know that there are many in this country who don't know of Keillor or his show- to them the voice they hear means little- understandably. Add to that the fact that this ad was first run in the UK and "A Prairie Home Companion" is an American Public Radio program. So I'm curious why Garrison Keillor would be put into this commercial. Maybe it is simply because Keillor has a pleasing voice, one made for radio, recognizable or not. Or maybe Honda was trying to reach a certain audience- the NPR listening type.

Whatever the reason, I feel this is a successful ad. Though it does not exactly make me want to go out and buy a Honda Accord ( I also couldn't ... I only have my driver's permit) I do think it is an exciting, clever commercial. There are no Big Lies or other destructive tools of persuasion. Perhaps some skimming over truths... but it's hard to find commercials that don't do this. We just have to learn how to gauge the amount of skimming over that a media source is doing, to separate fact from fiction. This will result in a healthier relationship between the public and our media.

Let's Start Being Consious About Our Water

Why not start now?

Module #3

Our Brains


This is an advert for the jean company Levi's. I think that the brain most influenced by these images is the Limbic brain- the soothing duet of a well-known song, muted colors- not many brights or neons to distract, and though what the two characters are doing is not exactly normal there is a sense of comfort in the extreme straight line they are walking- a purpose in a chaotic world around them. But to a more active viewer this video could activate the Neocortex part of the brain with questions: WHY are they doing this? What is their destination? Who are these two characters? Could this happen in real life outside of the tv screen? And of course, what are they selling?