AET Analysis: Emotional Design
Well hello my Fierce readers,
Im here today with another analysis, this time I will be analyzing the Chipotle video below. watch the view and check out my analysis.
The emotions that the creators of this commercial were hoping to evoke in their viewers were sadness and some pity, by using the darker tone to the music. Along with the beginning scene showing the scarecrow with such a desolate look on his face. Also how the everything was not what it seems like the chickens not being all natural. Just when the scarecrow thinks he has found some good it was just a cover up for some bad. The other emotions that were evoked in this commercial were anticipation, hope, joy, some frustration, courage, and compassion. This was evoked with the way the scarecrow didn't like what it was seeing but kept waiting, and hanging in there until one day it hit him and he made a change. He became content and very happy which gave those same emotions to their viewers.
This commercial has element of visceral design because of it darker elements and the scarecrows survival needs to grow in a society he was not happy in. There were elements of behavior design as well, after watching the commercial it gives the viewer the "must have qualities” because the story invokes compassion and eagerness to want to try the product. Lastly there were elements of reflective design as well because the commercial shows cultural standard that the male scarecrow goes to work at the factory even though it may not be what they want to do. Then it shows the one male scarecrow making a difference by truly going all natural and making food that will make a life long difference.
Like I said before there were emotions of sadness with the use of the dark scarecrows with the red eyes and dark glooming feeling at the factory. There was some emotion of pity because they kept showing the scarecrow being down and out. There was the emotion of joy because the scarecrow had his own spot it might have been small but it was his. Having to watch the scarecrow go to work day in and day out gave views the emotion of hope that it would get better for him. As well as the emotion of anticipation that that this couldn't be the end for him. This commercial had great imagery that kept you watching.The commercial give the viewers the feel that anything is possible and it just takes the first step for you to make a change, it was very emotionally invoking and entreating to watch.
This was another media analysis, until next time. Stay Fierce my readers! MUAH!
Yours Truly,
Jazzi
