TV advertisements analysis

TV advertisements analysis
“belt and road”
https://www.youtube.com/watch?v=eB44qiDBytg
(last seconds are censored)
https://www.bilibili.com/video/av10546493
(full version)
The public advertisement “belt and road” boasts its characters of mixing dreams and reality, individuals’ daily matters and society’s improvements. Children’s train and ship models turned real train and ships sending gifts back as rewards. Wind produced by a boy blowing candles drives wind generators, thus rendering electric lights which rid him of candles. Children was dreaming on sands and swings when cars actually passed on it delivering goods. Fishes are transported around the globe and photos are spread on the Internet. It was only in the end that the only line ”Advocated by China, prosper the world” appears.
Undoubtedly the videos laid complete emphasis on advocating the Belt and Road Initiatives straightforwardly as it’s the only line presented, thus capturing the eyeballs and concentration of audience. Stories of children’s dreams being achieved further renders the audience spaces for imagination, raising their acceptance and reflecting the thesis of promoting the initiative. Actually that’s a crucial selling point as all the examples above utilized specific, detailed and vivid examples to demonstrate how.
It’s without doubt that the video completely implemented ethos and pathos while claiming stories and showing changes. While accurate figures fails to be present, there exists ingenious logic, unexpected but with sense. Cycles are formed when children see their wishes reflects into reality, bringing wealth and even more dreams. To be specific, pathos serves as a crucial and indispensable method as it’s so extensively, comprehensively and thoroughly employed that it even made up the main body. The continuous presenting of stories constantly enhanced the pathos of audience as they are impressed by prosperity, improvements and achievements on various scenes, seizing their heart and tugging at their heartstring. The rise and fall of background music further enlarged the emotion, pressing the audience with vigorous impacts. Furthermore, the involvement of ethos runs throughout the video as they deliberately choose the perspective of children and youths, whose innocence, imagination and vigor never fails to seize the audiences’ sympathy, thus letting out their concern, motivating people’s identity and raising acceptance.
In addition, the way they present stories also serves as a unique key to the video. Unlike most story telling, not a single word and subjective judgement was involved, leaving it nothing but objective scenes. The no-narrative setting somehow reduced subjectivity of the video and compensates for the absence of specific figures, in which the screen says everything instead of people. Undoubtedly it renders space for critical thinking and judgement, let the audiance discover the benefits and be convinced by themselves instead of the video. It’s common for advertisements to neglect figures as it aims to leave the audience visualized and intuitional impressions. Relatively, it improved its reliability and convince the audience with examples.
Unlike other commercial advertisements who aims to sell products to specific groups of people, it’s a public advertisement who aims to promote the initiative of cooperating between countries and forming shared destiny, which is quite a universal idea, leaving it unnecessary to distinguish various groups of people. As is mentioned, the employment of children’s perspective is actually meant for all people because it’s a universal consensus to endow children with advanced environment and realize their dreams. Realizing that point, the perspective completely motivated and utilized people’s sympathy while reflecting the thesis that people cooperate for brighter future as a shared destiny, corresponding to both the theme and the audience. As a result, identity is further raised and acceptance is further enhanced.
Following an attentive review of the advertisements, one can reach the conclusions that ingenious utilization of three rhetorical appeals serves as contributing effects, crucial components to successful advertisements and key factor to seeking the acceptance of audience. In addition, other elements such as perspectives, ways of presenting stories and the amount and timing of narratives also composed significant factors. The goal of advertising is always demonstrating positive impressions, utilizing various methods to motivate people’s emotion, capturing people’s weakness and promoting acceptance. Advertisements can be targeting comprehensive and wide-ranged people instead of specific groups, because humanity always exists, and exists in every individual. There exists certain universal values and emotions to be applied, affecting vast majority of people without the demand to distinguish various and complicated groups.