Minute Maid – A Glass full of Smiles https://www.youtube.com/watch?v=YfC2svOWbSw
Rhetoric.This commercial uses the persuasive technique of pathos. This viewer feels a sense of emotion at the connection between a father and his daughter. They are spending time, at the family table, drawing together and discussing how happy minute maid makes them. The viewer feels a sense of emotional connection to living everyday life and enjoying the small things with your child. The whole ad is shot with an orange glow that gives the viewer the sense of warm and comfy. It ends with a happy daughter and dad, proud of the art she created, displaying it on the fridge, also giving the viewer the feeling of happiness. The last scene leaves you with the word good, in song and in text leaving the viewer feeling good and wanting to have this kind of “moment” with their own child, thus causing consumers to go buy this product.
Overall message.The commercial is trying to sell minute maid orange juice. The commercial is set in a kitchen at the family table. The room is light and airy and has a warm glow. There are papers on the fridge, indicating real life going on in the home. Fresh fruit is also present on the table to establish a home that cares about health. There is a father and a daughter in the commercial. The dad looks like a regular dad on a Saturday, no dress clothes, just a t shirt with a button up over the top and blue jeans. The daughter is also in casual clothes. The commercial starts out with the daughter drawing. The dad comes over, has a seat and asks what she is drawing. She shows him the picture and says it’s her and him drinking Minute Maid. The dad notices she has no mouth, a smile. She responds that that is because her cup is almost empty. The dad picks up the crayon and fills her cup up in the drawing. The daughter is quick to point to her real cup and tell the dad “no here”. The commercial then has a voice over of how Minute Maid is born from the goodness of fruit and given with love. The daughter adds a smile to her drawing, and dad hangs it up on the fridge. It ends with the song “I’m into something good” and the text (in the shape of the minute maid green bar on the carton) reads “Put good in get good out” and the Minute Maid logo.
Production:They are using the cultural codes of a lazy Saturday morning. In a home where a dad and his daughter live. The brand is trying to communicate a feeling of family and closeness. They want the viewer to feel happy. They are trying to give the viewer a sense of love between a dad and his daughter, and how drinking Minute Maid will give you that closeness with your own child and bring you both happiness, while being healthy. The creators want the consumer to feel that purchasing Minute Maid will bring you together as a family, allow you a moment to slow down and share your day, and show all the goodness it can bring to your life. It also wants to promote the healthy benefit of drinking their orange juice.
Distribution. This was shown at night, during an episode of Project Runway. I think that young women (25-35) are most likely to be watching this show, I think they are the target audience. I think they show this commercial because many young women (25-35) watching could have small children. I think when showing it at this time (later at night), many children are probably in bed and it gives the mom a sense of longing for their child, and how happy children make them. It also pulls at the heartstrings of a mother to see a bond between a father and his daughter. Moms who want to build a relationship between a father and his daughter, but Minute Maid so that they can spend time together over a couple glasses. Minute Maid is promoting family and connections.
Persuasive techniques.Pathos is used, as mentioned above for the persuasive technique. For the Aural techniques I think one technique used in this commercial is talking. There is a conversation going on between a father and his daughter. They talk about her drawing and how Minute Maid makes them happy. This supports the message of Minute Maid being good, and good for you because as the conversation continues the girl adds a smile to her picture, fills up her glass and dad is so happy he posts the picture on the fridge. The second technique used in this commercial is Pace/Tempo. It is a slow-paced commercial with a relaxed and positive atmosphere. It is as if the dad and daughter have nothing but time and are enjoying a few moments together at the kitchen table. They sit at the table and have a real conversation and spend a few minutes drawing together and having real quality time.
Reflection.As we have learned in this class, visual imagery is so important and can influence the viewer. As I read through the material and watched the videos, I saw things I “knew” but many times I think we just don’t pay close enough attention to really analyzing what we know. We see a commercial that gives us warm fuzzy feelings and we take it for what it is and say, “aww, that’s so sweet”. I don’t think many of us stop to think a company is putting on a show, so we will buy their product. This is why advertising works and companies continue to influence consumers through ads. Consumers are always wanting something, and the best of something, and the happiness that comes from a product. Using persuasive techniques allows the company to entice the viewer that those feelings can happen, and you can be happy, you just need their product. It is important to realize these techniques so that you are not easily fooled by a product. Consumers should be able to step back and view the product for what it is and how it can be used. I think people are quick to forget the difference in a want and a need and being conscious of this and these techniques allows us to really focus on what the commercial or ad is selling and if it really will do what it says. Being able to decipher a real message is very beneficial for many different reasons, some of which could be very important, life changing decisions; a car, a house, etc. that you may be spending lots of money on. A consumer would be wise to do their own research and not solely rely on what the company says. I think this could be used in the art room in many ways. I would almost like to have my students do this same project on a smaller scale (analyze a commercial) and break down the techniques used. I would have a second part to the project where they could create their own ad or commercial trying to use one or two techniques to influence the viewer.