The Ability to Persuade Potential Customers with Multimedia - Research Paper Example

?Introduction The ability to persuade potential s with multimedia is one which has to include several elements which work together to create a different perspective and viewpoint while attracting individuals to the product being sold. When looking at the 2011 Super Bowl commercial, “Miss Evelyn” for the Chevy Camero, it could be seen that several ideals were placed together to add in a persuasive style for the car. The elements of persuasion which were used in this particular commercial create a specific understanding of the ideology of the car while showing buyers that the product is one which creates a different element of understanding when driving the car. Basis of Commercial The product being sold in this commercial was the Chevy Camero, 2011 model. The audience which this was based on could range from those who were only beginning to drive to individuals who were looking for upgrades for their car for either longer road trips or to drive within the city. The tone of the commercial is inclusive of two voice overs, both males. The commercial takes the tone of boys that are playing with toy cars and which are ‘pretending’ to take specific turns with the car to overcome danger, make the commercial and to present a specific viewpoint about what the car represents. The tone is also inclusive of an undertone of believing in everything that the car can do, despite the sense of make – believe which is being conducted through the two voice overs. The message that is stated is based on the spoken communication, which includes everything one wants to be in the car, ranging from the hot woman driving “super fast” to overcoming a chase to being a school teacher. The stated message then moves into the slogan of “Chevy Runs Deep’ to show that the car is for everyone. The implied message goes into the car being able to be every person who drives the car is able to achieve all of their dreams. The concept of the film and the message which is created goes into the brand meeting the mental model of consumers. The concept used through the narration is first given as a speed effect, which elevates mood. This is done with a 1 minute commercial which continuously changes speed, has fast talking men thinking about the commercial and which shows the message of how the car can allow an individual to be anything. This elevates the mood, specifically toward the end when they end the clip with the woman driver being a teacher. However, the message which is implied moves beyond this. The car goes through the scenes that are from other cars, such as driving through a desert, going on a high speed chase in the city and jumping from a building. These are known not to be realistic which makes a mockery out of the past commercials and of the competitors, showing that a car used for everyday life still has the same capacities for those who need a high – quality car. The exposure to the settings of other car commercials, as well as the implications with the fast speech and imagination which leads into reality then creates a personal connection of what it means to own a car which is needed for everyday life (Sutherland, 1). Film Techniques The techniques which are used through the film continue with adding in the persuasion of the commercial. The beginning only has the voice overs and a black scene, which then moves into “I have a great idea for the Camero commercial” followed by seeing the desert and a car in the distance. This landscape shot is followed by moving close in to the car but not distinguishing the features, which is then followed by the voice overs saying “bam! It’s super fast.” These two first shots build the curiosity of the consumer and grab the attention of those who are watching the commercial. The curiosity and attachment to the film continues to build with a quick clip which changes into another close up of showing the car swerving through mirrors. The camera angle uses a slant instead of a straight shot to show that there is a sense of not carrying a sense of reality. This point helps to stop the curiosity of the consumer with the car; however, there is a risen interest because of the decision to add mirrors into the commercial. The rising interest used changes with the close up and the voice over which follows, specifically which says “I guess,” then switches to a close - up shot as the voice over states “Maybe it’s a woman driving.” The concept used at this point is to change the identity so it is no longer about curiosity but it grabs the attention because it speaks to both identities of gender about driving the car. The gender of the voice overs as men who are “playing and pretending” and the woman driving the car are able to create the ideal of an implied message with the car being for anyone and everyone. The concept of speaking through the identities of different women by moving through the close up shots of a blond, Asian then a red head then furthers this ideal with the implied message that it is a car for everyone. The next shots edit out of the close up and move back into the similar camera angle of the mirrors while driving fast through the city. The camera angle stays the same as the car moves through hay bales, then moves into the chase of the car. The swerves and the “fast driving” are the two main focuses at these points, showing the motion of the car, strong response time of dodging hay bales and the individuals chasing the car. The shot then moves into a close up of the woman looking behind her, and then moves quickly into showing the car with a helicopter above it. The helicopter moves into a movie like set of images from a distance, then shows the woman going past the “bad guys.” There is then a close up shot of the woman while the voice overs say “that is where the energy is man.” This shows that the car, the woman drive and the ability to overcome the bad in life is a part of the identity of the car. The last part of the film techniques are based on the motion of the camera as the woman flies off the building. The voice overs are talking over a paused car which shows all sides of the car, including the bottom, when they say “dude, I picture disaster. Ok I’ve got it.’ The scenery is also changing from a set of skyscrapers to being in a rural setting when the car lands and reveals the identity of the woman as a teacher. There is one last close up of the car as the teacher gets out of the car. This last part is effective by the voice over which states “I didn’t see that coming.” The concept is to show how the car is one which is based on reality. The shots, camera angles and the shots of the car are to emphasize how the car can allow one’s life to turn into something more adventurous. The film techniques are then used in combination with the voice overs to create a sense of persuasion and to show the beauty of the car, speed it carries and the capabilities it has. Appeal of the Commercial The appeal of the commercial is not only based on showing the car and convincing the viewer that this can be a part of their everyday life and is as good as their imagination. The appeal comes with associations of various persuasion techniques. The first is based on the association with identity. The voice overs are one which the viewer can associate with as boys playing with the car toys, often which included the dialogue of “what happens next.” This is one which creates a sexual appeal to the boys that are playing, and reminds many of their identity as children. Combining this with the “hot” woman driving as a red head creates the same sexual appeal that allows one to associate with identity. However, this also attracts women to the ad because the content shows the woman as overcoming bad guys then jumping off a building and into a school. The social implications for the woman as fulfilling her dreams allow both genders to create an identity specific to society (Hetsroni, 201). The second relationship to persuasion comes from the imagery which is used of the car. After the mirrors show up in the desert, there is an understanding by the viewer that the concept is not realistic. From this point, the curiosity is focused on the car. The camera follows through with this by showing close up shots of the car, showing how quickly it can drive, how fast it can maneuver and by moving the angles from the side to the back to the bottom of the car. Showing each of these angles allows the main focus to remain on the car as the only realistic element in the commercial. This makes an impact to the viewer and shows them that they should focus on the car, not the other elements surrounding it, while showing the upgraded version of the Camero as a part of the commercial. The visual persuasion then allows the consumer to be persuaded beyond the language and with the visualization tactics used (Stanton, Herbst, 119). The last component that persuades the audience and creates appeal is with brand recognition. The brand is only stated twice in the entire commercial. The first is at the beginning when the voice over states “Dude, I have a great idea for the new Camero commercial.” The other part in which this is stated is when the voice is mocked with introducing the car at the end. “Now introducing the Chevy Camero.” However, the commercial works with brand advertising by distinguishing these two announcements which the consumer continuously thinks about with the advertisement, specifically by displaying this through the image of the car. The second aspect is the subtle recognition of past commercials from car dealers, most likely competitors, which have used the ideas of chases, driving through deserts and other unrealistic relations to the car. By using this, there is the understanding that the brand recognition of the Chevy Camero is one ahead of the competitors. The relationship to the brand is then developed through the levels of imagery and the story line which introduces the car (Connor, 1478). – how is it associated – use specific imagery – language used, selling more than a product Conclusion The concept of persuasion in TV commercials is one which can easily be identified with various types of presentations. In the ‘Chevy Camero” add, there is a specific relationship that persuades the customer to have a desire to buy the product. More important, there is an association with building one’s identity through the car. The commercial uses techniques of persuasion through the fast movement, imagery and the indirect associations with identity which are seen throughout the commercial. This is furthered by the indirect statements of the Camero remaining ahead of competitors and offering a realistic option for those who want a highly enabled car for daily needs. The approach to this commercial is one which easily persuades the consumer into remembering the car as one which is distinct from other brands because of the approach taken during this commercial. Works Cited Connor, Susan. “Food Related Advertising on Preschool Television: Building Brand Recognition in Young Viewers.” Pediatrics 118 (4), 2006. Hetsroni, Amir. “Sexual Content on Mainstream TV Advertising: A Cross – Cultural Comparison.” Sex Roles 57 (3), 2007. Stanton, John, Kenneth Herbst. “The Effects of Current Market Forces on the Impact of a TV Commercial in Creating Persuasion Advertising Agencies Cannot Do Alone.” Journal of Promotion Management 12 (2), 2006. Sutherland, Max. “Mind on High, Thoughts on Fast Forward and Brands on Speed.” Advertising and the Mind of the Consumer (3), 2009. Read More