Bugaychuk Ann
Google supports jobs for veterans in 'Codes'
The ad continues for only 1 minute and for the half of the time you don’t understand what are they
telling you about.
Everything begins with code pictures going one by one and slight music. An ordinary viewer doesn’t
understand what it is, but the people, who do know what these codes mean, need no explanations. At
about the 7th second of the ad the speaker raises the main problem: “To most of you, these codes do
not mean anything”. And by this way they predict the thoughts of an ordinary viewer, who doesn’t know
anything about these codes. This phrase gives the ad the opportunity to catch the attention of viewers
because the TV announces his/her thoughts.
Then the ad doesn’t begin to explain what these codes mean, it continues to say that you (the viewer)
probably never see them. And again it represents the thoughts of the ordinary viewer. After that the
speaker tells us that only 7% knows what these codes are. The ordinary viewer is still focusing on the ad
because now he/she understands that some people know what codes mean. He/she gets curious and
wants to see the end of the ad to satisfy their curiosity.
Then the ad begins to describe what these 7% of people are. “They spent weeks and months away from
the family and friends” – here the ordinary viewer feels uncomfortable because he/she begins to
understand that these 7% of people, he/she have never heard about, do something big and important.
Only at the 30th second, when the photo of the code is given more distant, you see the part of the
photo: a man wearing military uniform on the background of the white and red strips. Only now you
begin to understand what the ad is telling you about. But it is interesting to notice, that the ad doesn’t
show you a full photo, only important details, so you can understand yourself that white and red strips
are the flag of the USA, green clothing is military uniform.
The feeling of discomfort in the ordinary viewer increases as the ad goes on because the speaker says
that these 7% of people don’t sleep to keep the rest of people safe. And you even don’t know anything
about them.
At the 40th second, the speaker suddenly addresses to those 7% of people who were watching these 40
seconds understanding everything. He tells them that the code cannot define who they are and offer
help in searching the job by the code in Google.
These ad has caught my attention because it is very simple (in a good way) and informative. It gives the
viewer the opportunity to think himself and doesn’t give fast answers to all inner questions of the
viewer.
TurboTax: 'Robo child'
This ad doesn’t work for me because I don’t catch the idea. People are rude to the robo child saying that
he cannot become so emotional as human beings and then robo child starts to laugh saying that he is
sad. So probably they want people to understand that turbotax will never use robots for their company
and only human beings can work with emotional people. But I still think that it is a bad ad to present
your company because they try to make fun of technological progress. And it is better to be FOR
something, than AGAINST something.
Telling about the uniting thoughts in all the ads, I can say that it is technological progress, artificial
intelligence. Many ads say about mechanizing simple things to make people’s life easier.