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小 发表于 2007-8-10 10:26 只看该作者
[视频] Discovery: You might have a mini House Hippo in Your Home
One of my fav. vid. It's so cute and clever.
I even included this in my advertisment analysis assignment [contain spoiler, watch the vid before proceeding]:
In a documentary format, the commercial narrates the habitat, behaviour and diet of a creature called North American House Hippo. Toward the end of the commercial, a second narrator reveals that although the House Hippo appears real, it is actually a fictional creature. In addition, the narrator encourages children to question what they see on television. The House Hippo commercial uses both the peripheral and central route of persuasion. Immediately, the commercial tries to involve the audience by saying “It's night time in a kitchen just like yours; all is quiet, or is it?” Not only does this opening line put the focus on the audience, it asks a rhetorical question to engage the viewers. Presenting a map of house hippos’ habitats, the narrator states the creatures reside in North American houses but are rarely seen due to their timid nature. The map and the documentary style of presentation increases credibility, making viewers believe what appears to be scientific. As the narration continues, a small hippopotamus about the size of a mouse is shown walking around a typical house setting and interacting with a house cat. By presenting the house hippo in a setting familiar to the viewers and having the hippo interacting naturally with the house cat, the commercial further increases its credibility. Additionally, the likeability of the adorable miniature hippo and cat can trigger positive emotions from young audience, making the commercial persuasive. Since the targeted audience is children, the commercial needs to be interesting yet simple enough for that age group to comprehend. Audience are told that the “favourite foods of the House Hippo are chips, raisins and the crumbs from peanut butter on toast,” which sounds like relevant diet information explaining how these creatures can sustain their lives. Not only does that increase credibility, children might enjoy these snacks themselves and project their liking to the mini hippos. At the end, a female voice replaces the male narrator saying “That looked really real, but you knew it couldn't be true, didn't you?” Having variation in voice adds interest and retains viewer’s focus. The rhetorical question provokes audience to be aware of deceptions. Later, the commercial teaches children critical thinking skills by saying “think about what you're watching on TV, and ask questions kind of like you just did.” This method is effective, because it promotes awareness and also empowers children with skills to analyze information on television.
Related Links: CCA 4 Kids [Interactive], Concerned Children's Advertisers
[ 本帖最后由 Phi_Nono 于 2007-8-10 10:35 编辑 ]
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