http://www.youtube.com/watch?v=lEXZ2hfD3bU&feature=related
The first primary source is a commercial for E*TRADE. It begins with a view of a baby boy in a nursery. In the background of the shot, there is a crib with a blanket draped over the side, a dresser, and a large teddy bear on the floor. The main color scheme is a dull shade of blue. In the foreground, the baby sits in a wooden high chair, similar to one that could be found in most restaurants. The baby is wearing a simple white one piece. He is sitting in front of a white computer keyboard which implies that he is sitting in front of a computer that we cannot see because the camera angle comes from where the computer should be. The baby appears to be having a discussion with a baby girl through webcam. The baby on the other end of the discussion is cut to after the baby boy says, "So yeah, sorry about last night." When the baby girl appears, she is seen in a room with pink walls. The room also contains a chandelier, paintings on the walls, and a tidier looking crib with a Teddy Bear attached to the side. The baby girl is in the foreground also seeming to be at a computer. She is wearing a more feminine outfit, with a flowery green and white dress with a white collar and a matching bow in her hair. She holds a teddy bear. In response to the baby boy's apology, she says "I just don't understand why you didn't call." By the dialogue between the two babies, it becomes clear that they are most likely fighting because the baby boy did not do what he was supposed to the night before. To help his case, the baby boy begins discussing what he did the previous evening: diversified his stocks on E*TRADE. In this section of discussing his E*TRADE account, he describes diversifying his stocks with the term"wolf style" and begins to howl for a few seconds. When he has finished discussing his E*TRADE portfolio, the baby girl asks, "And that Milk-aholic, Lindsay, wasn't over?" To which, the baby boy responds, "Lindsay?" Then another baby girl comes into the camera's view from the side, that is implied to be Lindsay. She is wearing a black top with a white heart on it with black and gray polka dots on the inside. The collar has a similar pattern. The baby girl exclaims, "Milk-a-what?" The commercial then cuts to a white screen that says E*TRADE and discusses that E*TRADE makes it easy to build a diversified portfolio.
http://www.youtube.com/watch?v=OOsDFBgFiQs
This commercial is for a Nikon CoolPix camera. It begins with Ashton Kutcher in a dressing room deciding on which dress shirt to buy with the help of an attendant. The attendant is wearing all black in a manner that would imply that it is her dress code policy for her place of work. She is reasonably attractive and blonde. The camera then cuts to his white suit coat hanging behind him with a purple Nikon CoolPix camera sticking out of the pocket. The attendant notices the camera and sneakily grabs it while Ashton is still trying to decide on a shirt. The attendant than runs out into the main section of the clothing store. Here, there is another woman dressed in all black for her job that is reasonably attractive. She has brown hair. The attendant exclaims to her co-worker, "I got Ashton's camera!" She then takes a picture of the two of them. Then, another woman takes the camera from the attendant as she is walking out of the store. On the escalator going downward, this woman snaps a shot of herself. While still on the escalator, she passes the camera to a woman going up the other escalator. Now, a voice over begins discussing the new features of this new version of the Nikon CoolPix. The woman that was going up the escalator is trying on bridal gowns, and she and the two attendants are taking pictures. Then, one of the attendants walks by Ashton's dressing room with the camera while he is choosing a tie. Then, the commercial cuts to a picture of the new Nikon CoolPix camera in three different colors and explains some of the other new features that it has and begins to play music. The voice over continues as the commercial cuts to the original attendant sneaking the camera back into Ashton's suit pocket as he tries on another shirt. While Ashton is leaving, he is looking through the pictures on his camera and sees one of the attendants that took a picture of herself on the camera. He shows her the camera from a distance, and the word "Nice." is said by Ashton. The commercial then switches to a symbol for Nikon followed by another image of Nikon cameras.
In your first it paints a picture of infancy and differences of sex in a what would be a traditional family baby room setting. The colors chosen, meant to distinguish the identities of male and female as they are both infants. This sets a precedence for social communication between the two that we can identify with. The infants talking through webcam symbolizes how advanced both the sophistication of the two and how simple the process is conduct and maintain. Infants in the scene also imply how simple life is while simultaneously representing how carefree and non-stressful life will be from using e-trade. The howling from the boy plays on confidence by a male establishing dominance which symbolizes success. Overall saying that there are no worries in life when using e-trade.
ReplyDeleteIn the second commercial beginning with the setting, it brings us to a clothing store that even though our main character is in the process of choosing a shirt, he is not the focus. As you noted specifically about the attendant wearing a black dress implying a dress code, the color black represents power, elegance, formality, death, evil, and mystery in the color wheel. Black is also used to accentuate both other colors and backgrounds. It is meant to make other objects stand out in most cases. Not only does this attendant wear the color but all employees where it as well. All employees in this commercial are generalized as attractive women and the adding of the color black implies the power they carry which establishes their individuality and identity. This relates to how the attendant stole his camera with no regard for any possible penalties if discovered. It's as if they know that the act will be accepted. Meanwhile, Ashton is still choosing his clothes without a care in the world. It's as if he is accustomed to having his personal effects taken from him. The women in this commercial are the given the greater spotlight where Ashton is almost behind the scenes which tells us that this is common. The commercial suggests to a man that to carry a pocket camera is one way to take advantage of a stereotypically attractive woman's urge to be naughty. At the same time it suggests to woman that sneaking away with a stereotypically attractive man's camera is a way to be sexy and forward in secret. The way that all the pictures are shown as they are taken is fairly reminiscent of social networking or dating websites where, despite having a photo and a profile there is still mystery and intrigue.
ReplyDeleteIt is clear that color has some importance in this commercial with how the male baby's background is blue and the girl's is pink. And the objects in the background fitting to what is thought to be for boys and what is for girls. During the time the boy baby makes a howling sound, what point is the commercial trying to make? What is suppose to mean that even as babies it seems they are having relationship problems and "milkaholic" problems?
ReplyDeleteIn this next commercial, the only male person that we see is Ashton Kutcher and every women is well put together and the majority are young and very well dressed. In the beginning he is just trying to decide on whether or not to buy a blue shirt, then his camera is stolen. The women continue to take cute pictures of themselves so they'll be on his camera. How does the main male character being Ashton Kutcher make an impact on this commercial? What does he represent and add to the message of the commercial?