Oaktree starts with a very strong first set of notes that blend keen visual descriptions with visual analysis.
I respond with detailed observations about the first :01.
Please review before you post your own Visual Rhetoric draft.
0:01-0:02 The ad begins with a close up of a dinner plate that appears to be only half finished. We can assume the meal being eaten is dinner since the plate has peas, macaroni and possibly chicken on it. The room is very dim implying that it’s later in the day. The half-drank glass of milk next to the plate shakes just slightly as if a door was just slammed. A crumpled up napkin sits alongside the plate as if someone had thrown it down in a hurry. It appears that this plate is not located in a restaurant, rather a home. The worn, wooded table, simplistic silverware, and smorgasbord of foods on the plate imply this is a casual home cooked meal. This scene automatically appeals to the pathos of the viewer since it’s a comfortable, familiar setting.
0:03- 0:13 The camera pans to a middle aged man sitting at the same table that the unattended plate was on. He appears to be a working man, dressed in a shirt and tie. The fridge behind him is covered with cards, calendars, sticky notes, and artwork, implying that this man most likely has children. We never see another parental figure in the clip implying this man could be a single father. The man glances upward with an irritated expression on his face. The direction of his gaze seems to point to the ceiling or top corner of the room. He then glances back down at his plate only before quickly glancing back upwards towards what perhaps could be the upstairs of his house. The man winces as if a loud or startling sound just occurred. He clenches his jaw and looks away with a distressed expression. He looks off into the upward direction of the room one more time and lets out a deep sigh. By creating this visual of a working class man raising children on his own, they are appealing to the viewer’s ethos. Who’s more trustworthy than a hard working single father?
0:14- 0:21 The camera pans backwards revealing the entire table the man is sitting at and more of the room. We see that the man is in what appears to be a middle class home; no lavish furniture or appliances. The man is again looking up at what we assume to be the upstairs of the house. He utters only a couple words while still looking in this direction. At 0:16 the words “Never stop being a dad.” appear on the screen, implying the other individual is his child. He then slowly lowers his gaze until a notification on his phone pulls his attention back to the table and he grabs his phone. The careful selection of scenery adds to the ethos appeal. By demonstrating that this man lives an average, middle class lifestyle, he is instantly more relatable and seems credible. The pathos of the viewer are also targeted through the text on screen. A vast majority of viewers either are a father figure to someone else or have a father figure in their lives. The impact of “never stop being a dad” is that the viewer is forced to imagine either not having their father figure in their lives or no longer being that figure to someone else.
0:22-0:23 The screen pans to a close up of a text message conversation. The most recent incoming text message reads: *heart icon* U 2. This response indicates that the man was previously telling his child he loved them. This short clip automatically appeals to pathos by demonstrating the bond between a father and child.
0:24-31 The camera pans back to the man’s face. After reading this heartfelt text message, he appears to look relieved, much different than the beginning of the clip. He shakes his head as a subtle smirk creeps across his face. He pops what appears to be a french fry in his mouth and continues to shake his head as he chews. Finally he glances back up to the upstairs of the house, where we assume his child has been residing. This scene is relatable to parents as well as children. The ad suggests that although being a father isn’t always easy, it’s well worth it.