Addidas
I choose this superbowl commercial to use as my example of affect transfer.
At the beginning of the video there is a brief focus on a guy wearing Addidas branded clothes but it does not feel forceful on the viewer to buy Addidas apparel. Instead they use humor and interest by the quirky event that is happening. They use originality as their main focus. Then at the end of the clip they say "Addidas" followed by "celebrate originality". This add does not tell you to buy their stuff instead they use the viewers emotional response from the unrelated event and then transferred to the product being sold, simply showing an image of their repetitive logo apparel throughout the clip, and then followed by images of the emotional event leading to their brand as the finale. “They expect that the series of messages are intended to work together constructing an overall image and set schematic relations that will convince the audience member to take the desired action.”(Hill 36)
Cited
Hill, Charles A. "The Psychology of Rhetorical Images"
Defining Visual Rhetorics. Ed. Charles A. Hill and Marguerite
Helmers. London: Lawrence Erlbaum Associates, 2004.
http://superbowl-ads.com/article_archive/?cat=81
Nice example!
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