Around the World in 32 Seconds

And the technology that allows us to do it...

This advertisement is one for Cisco (and you find that out at the end when they display their company's symbol). For those of you who are not familiar with this company, they specialize in communication technology, looking to connect businesses around the world. In a perfect example of utilizing globalization, they have joined the global technological pathways and worked to spread their products around the world. You may recognize their product name Linksys, one that is more well known to the general consumer public. I chose this advertisement because, as well as it being a really cool ad, it portrays their goals and overall message very well by using images of many different environments connected together.

The advertisement is clearly demonstrating a human network connected through a single video, texted around the world, from cell phone to cell phone. However, you have to start wondering at some point how on earth kids, who appear to be in some rural area of Africa, have cell phones to access this video. Well there you have it, a persuasive media technique: plain folks. This is part of their message. Cisco is all about the “human network”, connecting humans and yes all humans. They don't discriminate, just look at their ad, they have people from all different backgrounds using their technology. There is that race card you were looking for. I highly doubt Cisco really caters to kids (and all the kids in this video are cute, warm fuzzies!) in Third World Countries. Like I said, their message is that they are using their technology to connect people all around the world in a human network, and that they are the best company for this on the market.

The image that is being repeated (yes, the 5^th persuasive media technique in this ad: repetition) is the “around the world” soccer trick. The use of this trick is brilliant since it coincides with their theme of creating a global human network, around the world. The advertisement's claim that they can connect all different sorts of people around the world, from white kids in the US to asian kids in China, is an example of hyperbole. I have no doubt that Cisco's human network does connect people all over the Earth, however, I suspect the people using their technology are a little older and in business attire. What Cisco does not mention is that since their technology is on the more expensive side they generally have clients in the business world and not so much on the individual level. Which is also an example of big lie: their services are available to everyone around the world. Yes, everyone who lives in the Global North and has enough disposable income. Related to that they are also using the bandwagon persuasive media technique. Everyone is using and benefiting from their product, even the kids in India.

Lets talk about how this ad relates to the triune brain. The only parts of the advertisement that require reading, engaging the neocortex part of the brain, are the beginning and end: “do an around the world” and “the human network effect”. After that initial use of text the majority of the ad is engaging the emotional part of the brain with quick movement from scene to scene and upbeat, catchy music. The music is also repeating the same beats over and over again, the sound reminds you of the motion of the soccer trick being shown. It is circling. The images range from rural to urban and are bright and colorful environments that are pleasing to view. Our, the audiences, recognition of different environments help them to portray their message of a global connection. They rely on us to recognize that these are differentt places and ethnic groups around the world, that are accessing and learning from the cell phone video.

This advertisement certainly shows a technological shift into the digital media culture. A video is shown in the ad and the very ad itself is exemplifying the move from analog to digital. Kids are learning from a digital video and we are viewing this ad through a digital interface. This also shows a epistemological shift from the word to image. While there are many different scenes and images shown in this ad there are only a few words. Their main tool for communicating with their audience is image. The ad is also displaying an aesthetic shift from discrete to convergence. The cellphone is not only used for making calls but taking and sending videos. This also demonstrates a personal shift. It shows moving from personal to participating in the worldwide Cisco network.

Photo Credit in Respective Order:

http://www.redrat.net/blackhole/_imagez/earthlights1.jpg

http://3.bp.blogspot.com/_gh6K5lbmvi4/TPjkMp_ildI/AAAAAAAAAQ8/evbHdynF6pE/s1600/connectedEarth.jpg

http://sacredheartland.files.wordpress.com/2010/10/earth.jpg