Perform critical analysis of images used by the media, example, Research Paper

Perform critical analysis of images used by the media, example, commercial - Research Paper Example 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 â€Å"super fast† to overcoming a chase to being a school teacher. The stated message then moves into the slogan of â€Å"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 â€Å"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 â€Å"bam! It’s super fast.† These two first shots build the curiosity of th e 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