Thesis:
The Fiat is an inspirational vehicle that fits the needs of every consumer.
Triune Brain:
Limbic- JLo's dreamy voice only says two sentences through the whole commercial, the slow pacing and tone makes you constantly wonder what's next.
Limbic- The images make you feel a part of the neighborhood, it has sort of a very fluid motion and quality, the music is somewhat mysterious.
Neocortex- The few words said and text towards the end forces your Neocortex to process this information. But because its simple, it doesn't feel like work.
Trends:
Technological shift- FROM ANALOG TO DIGITAL. This commercial is available on the internet with minimal effort because it is digitized. It can be seen by anyone, anywhere with access to a web source.
Personal shift- FROM MASS TO PERSONAL/PARTICIPATORY. People can choose when they want to view the commercial, and how many times. They are able to rewind and fast forward, as well as comment on this video.
Cultural shift- FROM PRIVACY TO SURVEILLANCE. As stated earlier, anyone who has access to the internet can view this commercial or comment on it. As people view this advertisement this information is being sold and then used to provide more advertisements that someone declares to be related.
5 “Facts”/claims:
Jennifer Lopez grew up in the city, possibly in a low-income neighborhood.
Life is best when driving.
Life is best when motivated.
The city can inspire you to think faster.
Even a street can be used for creativity.
7 principles (3 specific observations):
“Reality” Construction- They seem to use the technique of diversion to persuade people away from an alternative point of view. Yes, JLo may have grown up in a low-income community covered with graffiti, but this rags-to-riches lifestyle is reachable for one in every very large number of people. On a larger scale, highways and other cars, as well as overall environmental impacts from automobility are often left out of these advertisements. In commercials, vehicles are often seen driving around one location or another leaving no signs of being there, leaving the landscape as it was, untouched.
Value Messages- This commercial promotes the idea that if you are motivated enough you can be a superstar too, and therefore, drive a nice vehicle. The "success will come to those who work hard" or American Dream value is evident in this ad.
Ownership- It's clear towards the end that it is a commercial for the Fiat, but the name is not shown or repeated through the entire advertisement (like a product is in seemingly most ads).
3 Techniques of persuasion w/ example:
Testimonial- This ad uses testimonial of a famous, successful woman to persuade the viewers of this ad to purchase this vehicle. JLo is a music and film artist.
Beautiful People- Jennifer Lopez has the reputation of a gorgeous and talented woman. People watching this commercial may connect this vehicle with being seen as attractive.
“Race Card”- Because the producers of this commercial chose to put 99% African American people in this ad, it appears as if they are playing the “race card.” Advertisements often attempt to persuade through race, and in this case it seems as if they are appealing to mythical ideas of racial harmony. Although to some it may seem like a low blow, people tend to identify with their race and culture when it's projected on the screen.
The photo of the vehicle above is a Fiat 500 and comes from whitegadget.com.
The photo of the woman above is of the beautiful Jennifer Lopez and comes from americanidol.wikia.com.
