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Michael Johnson MEDT 7490 Assignment 6: The dark side of advertising: persuasion and manipulation Pg. 1 In this assignment, you will analyze the visual and aural techniques used in advertising to persuade people to buy certain products, or change their points of view. As part of your training to become visually literate. You will need to select a commercial from your television, and then look for it on Youtube so you are able to pause it or play it as many times as you need. Commercial: “ Nike Snow Day” URL: https://www.youtube.com/watch?v=o2P5E7cFt9s Watch the commercial as many times as you think is necessary. Study the characters, the environment, the colors used, and the ambiance. Remember the TV show that you were watching when the commercial came up, and the time of the day. Then, in a word document, write the name of the commercial and answer the following questions: Describe the rhetoric of the commercial in detail According to the Wikipedia post, this commercial utilizes “Beautiful people” and “Slogans Propaganda.” Beautiful people propaganda deals with famous people or depicts attractive, happy people. According to the post, this suggests if people buy a productor follow a certain ideology, they too will be happy or successful. The commercial utilizes an array of professional athletes that are engaging in sports.The next propaganda is called Slogans. Slogans are brief, striking phrases . The commercial constantly mentioned, “snow day, snow day!”Although slogans may be enlisted to support reasoned ideas, in practice they tend to act only as emotional appeals. Describe the overall message of the commercial in detail The add first plays during a Thursday night football game between two of the main characters. The cold setting helps set the tone for the product that Nike is advertising. The Nike commercial is The spot pushes Nike's Hyperwarm baselayer of workout apparel that is designed for cold weather. And in fact, kicking off winter with a tribute to the Hyperwarm line. The professional athletes come from a variety of sports and feature both men and women. Describe the production of the message in detail Portland ad agency Wieden & Kennedy put it together, and in addition to all the sports talent, they actually filmed it entirely on an indoor set, complete with houses and a snowplow. So school is canceled due to light snow and Suh and Rob Gronkowski are captains in a hastily-organized neighborhood football game. Michael Johnson MEDT 7490 Assignment 6: The dark side of advertising: persuasion and manipulation Pg. 2 http://www.sportsgrid.com/nfl/heres-the-identity-of-every-athlete-in-new-nike-commercial-snow-da y/ Describe the distribution of the message in detail The Nike commercial is set outdoors in a snowy neighborhood. Along with Gronk and Suh, the ad serves up Odell Beckham Jr., Le'Veon Bell, Eugenie Bouchard, Antonio Brown, Elena Delle Donne, Marlen Esparza, Paula Findlay, Lauren Fisher, Paul George, A.J. Green, Draymond Green, Luke Kuechly, Sydney Leroux, Carli Lloyd, Marcus Mariota, LeSean McCoy, Ben Roethlisberger, Eric Weddle and Steven Stamkos Describe the persuasive techniques used in the commercial in detail Appeals to authority cite prominent figures to support a position, idea, argument, or course of action. The professional athletes appeal to future athletes to buy a particular performance gear. The commercial’s Pace Tempo was Slow = relaxed, passive atmosphere. The snow day demonstrates how different athletes can use the same Included a suggestion on how to use these types of activities in the classroom I think that I could use this activity in my Web Design Class. Students could learn how to design their web pages and convey messages to the viewer. The message could promote the product or business that they are making a webpage or website for. This is similar to this commercial. Reflection about this activity There are many concepts that I learned about this project, namely all of the advertising techniques. I wish I could have gathered more from the lesson. Maybe because the commercial was so straightforward. I do believe that companies use different forms of propaganda to sell their products.