During the summer of 2015, I worked at a company called Shanghai Premium. In its description on Facebook, the company describes itself as the only based in Asia agency representing top international advertising film professionals. This includes directors, cinematographers, production designers, visual effects artists, and the like. As an intern, for eight hours a day, I would watch advertisements. For my job, I searched for patterns in cinematography, or a really unique ad to write an article about. When I thought about this assignment, one of the first advertisements that popped into my head was the Under Armour Misty Copeland ad campaign. The commercial is filmed as follows: Misty Copeland, a ballet dancer, practices in an empty ballet
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The rejection letter explains how Misty could not be accepted into a ballet academy, as she does not have the right (insert list of things). The narration ends, and Misty appears on a stage, dancing in an explosion of passion and precision. The video ends with a single shot of Misty’s face, then the tagline of the campaign: “I will what I want.”
As everyone involved in the finished product, including Misty Copeland, understands, the video is an act of persuasion. To begin with, a form of communication takes place. Of course, not all communication is persuasive, but all persuasion is communication. As we discussed in class, there are several features of persuasion. Two of the most important ones that I want to highlight are that persuasion is a process, and persuasion …show more content…
Even though she is a celebrity endorsement of the product, we don’t really hear Misty’s point of view on the clothes she is wearing. Instead, the ad focuses on Misty as a person, and her accomplishments. As I mentioned earlier, Under Armour makes a point of not being the main focus. Instead, they step back, and present Misty in her full glory. To me as a viewer, the video speaks of female empowerment, of an amazing black woman rising beyond the limits placed on her by others. In this way, as my focus is on the character within the film, the desired outcome appears much more
The rejection letter explains how Misty could not be accepted into a ballet academy, as she does not have the right (insert list of things). The narration ends, and Misty appears on a stage, dancing in an explosion of passion and precision. The video ends with a single shot of Misty’s face, then the tagline of the campaign: “I will what I want.”
As everyone involved in the finished product, including Misty Copeland, understands, the video is an act of persuasion. To begin with, a form of communication takes place. Of course, not all communication is persuasive, but all persuasion is communication. As we discussed in class, there are several features of persuasion. Two of the most important ones that I want to highlight are that persuasion is a process, and persuasion …show more content…
Even though she is a celebrity endorsement of the product, we don’t really hear Misty’s point of view on the clothes she is wearing. Instead, the ad focuses on Misty as a person, and her accomplishments. As I mentioned earlier, Under Armour makes a point of not being the main focus. Instead, they step back, and present Misty in her full glory. To me as a viewer, the video speaks of female empowerment, of an amazing black woman rising beyond the limits placed on her by others. In this way, as my focus is on the character within the film, the desired outcome appears much more