The Scarecrow Documentary Analysis

The Scarecrow Chipotle’s “The Scarecrow” is cautioning consumers to be vigilant about what they consume without assuming that food labels always disclose accurate information by allowing the viewer to identify and sympathize with the scarecrow. Throughout Chipotle’s video “The Scarecrow”, the directors of the short film try to invoke different kinds of emotions from their audience. In the short three minutes of the video, the viewers experience sadness, confusion, empathy, joy and even anger with the help the graphic designs and a sensitive storyline with a “feel-good” ending. The first part of the video is directed at making the audience feel confused, since the plot does not develop all the way in this part of the short film. In the beginning, …show more content…
The Scarecrow follows the crow to a sign with a hole in it and while the scarecrow is getting ready to fix it, he sees the chicken get injected with steroids that make it fat. The crow scares him and makes him go back to work, which shows the audience that the crow has full control over him. Once he’s done fixing the hole, he get on a lift with another scarecrow and lands on a roof with a giant cow on top. There is another hole in the cow that he has to fix, which again shows that he does everything that the crow tells him to. As he’s getting ready to help out his co-worker, he peeps his head into the hole and makes eye contact with a cow that stares back at him with pitifully sad eyes while attached to an automatic milking machine. The cow invokes empathy from the viewers and the number tag on the cow shows the audience that this is a normal thing that happens in this town. Once the scarecrow is done with his work for the day, he gets on the bus home. As the bus is driving away, the audience starts noticing that outside the window, there is absolutely no grass. It’s all buildings and signs of “crow foods” which makes the audience start realizing that they’re falsely advertising everyone in the city. There is no green around them all, where can all this apparent “all natural” products be coming