At the beginning of the semester I chose to analyze VW's The Force commercial, an advertisement for the new Passat model. When I look back at my original post, I still agree with all of the statements I made regarding audience, music, types of shots, and nostalgia. After learning more about the design process and about using design to guide the eye, I would add a few more observations. First of all, the color scheme that the commercial uses is very monochromatic. There is a calm feeling that the audience gets from the commercial due to the single-shots, slow movement, etc., but this is juxtaposed with the ominous Star Wars music. The color scheme helps to stabilize the film as the music builds. Second, I notice now that each shot uses different lines in the picture to draw the eye in a certain direction. For example, when the boy is walking down the hallway, the camera angle and the walls on each side create the feeling of depth.
Constructing and deconstructing media messages is part of being a consumer, but it is also part of being a teacher. We are constantly constructing messages for our students using a variety of media tools. Knowing about the design principles and how to construct these messages to meet specific objectives is a valuable tool.
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