Sunday, March 8, 2015

TOW #22- #DearMe by YouTube (visual text)

YouTube’s #DearMe campaign seeks to inspire young girls to not be afraid of being themselves. In an attempt to accomplish this, YouTube must gear the advertisement towards the audience of the young girls. YouTube does this by compiling the videos of many different girls from different ages, races, personalities, etc. This provides the advertisement with automatic ethos since the young girls are bound to listen to at least one of the girls who connects to them the most. Additionally, since the advertisement is compiled of real life videos that average people (not paid actors, etc.) made in honor of the campaign, the young girls are more likely to listen to and believe the older girls. Finally, since the advertisement is created by YouTube, a well-known, popular Internet site, the advertisement has automatic ethos since it is sponsored by such a reputable source. While most of the girls have relatively serious things to say, a couple of the girls make humorous remarks, which helps appeal to the pathos of the ad. By doing this, the advertisement makes an appeal to the emotions of the young girls, which helps them believe the advertisement more (which is the purpose of it). Additionally, the music in the background helps set the inspirational tone. The organization of the advertisement begins by the older girls saying “Dear [specific name].” This makes these girls seem more real and helps the younger girls connect to them more easily. The girls in the advertisement then go on to discuss some of the things that they felt insecure about when they were younger, which helps the younger girls who might be experiencing similar things connect to these older girls and want to listen to the advice the older girls are giving towards the end. The advertisement also creates one letter by picking and choosing certain phrases from many girls’ letters, which helps portray the universal message, as well as make the advertisement exciting as opposed to one person just giving a speech. By doing all of these things, the advertisement seems to be successful in attempting to accomplish young girls to not be insecure about themselves. 

https://www.youtube.com/user/YouTube?feature=inp-gh-ydr-us 

No comments:

Post a Comment