Final Vid-yo

This is my first experience making a video for a final project. At first, it was awesome. We worked hard to get together super early in the semester to write a script and plan filming times. We got together on a Sunday and filmed everything. Then the awesomeness went a little downhill. Because we filmed the video on a Droid phone, we were unable to upload the footage to iMovie for editing. We worked in the Media Lab of Bailey-Howe for a few afternoons and even enlisted the help of a few media specialists who work there. Regardless, nothing worked and no one could figure out how to solve our formatting issues and we felt and looked like the picture below.


Bogged down by a lot of other work and the stress of incoming finals, we did our best to re-film and edit an entirely new video. For me, this is completely ironic to have such technology issues for a project in a media class. Regardless, I feel that some movie-making tutorial would have helped everyone to make this whole process smoother. Overall, the entire process that went into this film was a learning experience and now we know better for next time.

How do ya like them APPLE?

IYOW. 1 sentence thesis to advertisement.

Apple has a new vision for the world by creating products that are more environmentally friendly than others, doing more with less.

FIVE facts/”claims”.

> "8.3 million kilograms on renewable energy”

> "1.8 million CO₂e kilograms saved on commute”

>“Recyclability”

>Apple is a “green” company

>“We do more with less materials”

TRIUNE brain. 3 observations with examples.

1. LIMBIC-This ad contains catchy music that draws the viewer in. The song is actually titled “Merry Happy” by Kate Nash. It is known that happy music promotes the buying of products. In the first part of the advertisement is it simply piano keys from the beginning of the song as the ad builds. The text is added one letter at a time in somewhat of a beat with the piano. Once it begins to talk about what Apple is actively doing, the text begins to flow into the screen with a water-like effect (versus the simple green lettering before) and Nash’s voice begins to scat.

2. NEOCORTEX- The frames of this ad move just quickly enough to move into the sub-consciousness, but still allows the viewer to process the words on the screen. Although the viewer might not be able to process all of the words, it is clear that Apple does a lot to be a “green” company. The specifics of this seem less important.

3. LIMBIC-The fact that this entire ad is only in green and white coloring keeps our minds in tuned with Apple’s “green” business claim and philosophy. It also visually compares all of the things that go into their business (transportation, recycling, facilities, product use, etc.) as sectors of a tree built together, capitalizing on this natural image and its association with Apple.

EIGHT trends. 3 observations with examples.

1. TECHNOLOGICAL SHIFT- The fact that this is an advertisement for a computer-based company represents a shift to the digital world (analog to digital).

2. ECONOMIC SHIFT- As this ad advertises for a computer, it makes the corporate assumption that everyone can afford one. It may make a viewer feel that the only way to contribute to the “green” movement to is buy a computer from Apple and that if you don’t have that kind of money then your impact is worsened or made null.

3 CULTURAL SHIFT-Here the viewer is able to see what kinds of environmental strides Apple is making to lessen their impacts. They are monitoring their audience to see what kind of “green” changes they can make to their business and promise to their customers; energy efficiency, recyclability, lower emissions, etc. They even provide a few numbers regarding their manufacturing and commuting emissions and what they have saved and invested in renewable sources, although there is no numbers that show where the original numbers stood.

SEVEN principles. 3 observations with examples.

1. PACING-This ad contains fast-moving frames, not allowing the viewer to truly take in all that their eyes are being exposed to. Slowing down the pacing of this clip would allow the viewer to better understand the vague "facts" and claims that the company is sending through their media waves to explore how accurate this "reality" is that Apple is promoting. It should also be noted that the longest running shots from this ad are of the Apple logo.

2. EMOTIONAL TRANSFER- This clip represents the idea that buying this product will help you have a hand in saving the world by being a part of "new world" by consuming "new ideas" and "new products". The way this information is presented makes the viewer feel like a crucial part of this company's motives and visions for the future.

3. PRODUCTION TECHNIQUES- This ad does a very convincing job of collaborating the text in perfect time with the musical accompaniment. What begins as simple green lettering representing each component in the production system is then transformed into a glittering, water-like green text that promotes upbeat, happy tones as soon as Apple is introduced. It's as if the viewer can relax because this is not just the makings of any production system, but an Apple production system.

1. T.O.P. 3 techniques of persuasion with examples.

1. SYMBOLS- In this advertisement Apple as a company is represented by a tree. This use of symbolism implies that Apple is not only an environmentally-minded company, but a part of nature.

2. SIMPLE SOLUTIONS- In the way that Apple uses the purchasing of their products as a means of environmental tribute and benefit imply that the solution to climate change is easy-buy an Apple computer! By purchasing their "new product" and being a part of their "new idea", together the consumer is able to be a part of a "new world".

3. SCIENTIFIC EVIDENCE- By citing statistical evidence, Apple uses "impressive" numbers with less impressive support to show their commitment to energy efficiency through transportation and production by using renewable resources. It does not, however, specify what those specific resources are.

Check out Apple's 2011 Progress Report on Supplier Responsibility, Social Justice, Worker's Rights & Prevention of Underage Labor.

Photo Credits: http://www.apple.com/environment/