Tuesday, March 4, 2008
Drama, Drama, Drama
This public service announcement relates to a couple things we've covered in class. First off, it reminds me of the video "The Bee-Team." The analysis we conducted in class concluded that the video added drama and more emotion and it was mentally more stimulating than just reading the articles. I think this advertisement does the same sort of thing. The music, intriguing camera angles, etc., initially interest the viewer and keep them entertained with emotion and drama. Secondly, it gives the "it's not what you think..." theme, that many of the health ads we've looked at in class have. This also adds to the drama and interest of the advertisement itself. What we initially think at the start of the advertisement doesn't provoke much thought, but when we realize what it's really about, there is a bigger impact. We think about why we originally thought what we did and the impact that that has on our opinions and preconceived notions. Even though it is a little cheesy, it does stick with the viewer and is memorable, which is important in advertising. Whether or not it changes an attitude or behavior, the idea is introduced.
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After viewing the piece on youtube I was immediately reminded of "The Bee-Team" as well. The video, similar to the documentary in class, was able to add drama and more emotion. However, the video was able to create more of an emotional connection as a result of juxtaposition. As the video clip rolled there were two different extremes, the world both old and new as man continues to pollute. With juxtaposition the video is able to create more drama by showing us both extremes. The point is driven home even without the narrator as we view what looks to be a beautiful scene down a river, but later see trash in the water and crowding the shore. Ultimately with the video's portrayal of the Earth both old and new it really drives home the point using juxtaposition, further connecting with the viewer.
I agree this ad was a bit cheesy, but definitely effective. Watching this add, there were several indications to me before looking at the outdated cars that this was an older ad. A lot has changed in the world of advertising in the last thirty or forty years, and somehow I don't think this would be as effective with today's audiences. However, what is the difference? I feel that the message is effective as do others, so is that the problem? Obviously, technology and tastes in music would be updated, but I think the discrepancy is bigger. It would great if in class we could learn more about how have these types of messages change over time and when and why do they change? Most public health and environmental campaigns seem to arise after an issue becomes apparent what about preventative campaigns or initiatives?
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