Douglas College Advertisement Analysis Essay

The importance of a college education has been instilled into the minds of millennials since elementary school. Promises of a good career, higher salary, and overall better life make the idea of going to college more appealing. When selecting a school, students want to know they are being respected and recognized as an individual. Douglas College advertises a focus on the individual to draw students to their school because they realize they are trying to sell an experience in their commercial, “Ignite Your Potential.” It walks the viewer through different spots on campus with a different student having a contributing part to say. Douglas College presents their commitment to catering to each individual student in their advertisement in hopes …show more content…
The song in the background starts off soft with angelic choral voices singing a classical melody, but then picks up after a fast pace tribal beat is added. Its tempo offsets the smooth transitions of the video making it go by too fast. The lighting and colors are not as bright and cheerful as a college advertisement should be. They are little dim and somber instead. For example, there is a scene where a girl dressed in almost all black is standing next to a white board in a dark classroom. The only source of light is coming from the hallway through the opened door. This sends off the message that individuality is connected to loneliness, which is the wrong message, because the students do need space to be individuals, but not to the point where they are isolated. The brightest scene is of a guy walking on the lawn in front of a campus building. He starts the repetition of “right here” at the end of the line “what if that place was right here.” Douglas gives his part the most vibrant colors and lighting to highlight that line and specific area on campus. When prospective students picture the campus in their minds they will see that particular spot. The music, lighting, and colors may turn some viewers away, but the spoken numbers will reel them back