Thesis: You can still drive an SUV and be environmentally friendly!
This ad targets our limbic (emotional) brain with music and images of adorable Kermit the Frog. He makes us reminisce about our childhood while we watch him get into silly outdoors adventures, which are all the more entertaining considering he's a puppet.
This ad represents an epistemological shift because it is a video (word to image).
A technological shift is present because we are viewing this ad on a computer - digital video.
This ad displays an economic shift because clearly Ford purchased the rights to use little Kermit in their commercial.
5 Facts/Claims:
1. It is difficult to ride your bike around
2. It's not that easy being "green" without drastically changing your lifestyle
3. Wait.. is easy being "green"!!!
4. You can drive an SUV and still have people think your being an environmentalist
5. The Ford Escape Hybrid has 36 MPG
Reality Construction: What are the trade offs you ask? Well, although this advertisement is promoting the ecologically conscious Ford Escape Hybrid, it does not mention the fact that regardless of whether it is a hybrid or not, driving an SUV still has higher emissions than non-SUVs. It also fails to mention how the hell the truck got on the mountain top...
Value Messages: Escape, nature, adventure, risk.
Ownership: Uhhh.... I'm guessing Ford.
Emotional Transfer: Being outdoorsy is cool but also tiring and strenuous! I think this commercial is ridiculous considering they show Kermit partaking in an actual zero impact activity (bike riding) in the beginning, then suggest replacing it with driving an SUV, AND puppets cannot rock climb! However I cannot deny the cuteness.
Symbols: Green = Environmentally Friendly
Big Lie: Driving this car makes your outdoorsy and environmentally friendly - NOT! Try taking the bus, riding your bike, or walking...
Hyperbole: IT IS EASY BEING GREEN!
Simple Solutions: You can help fight climate change without changing your lifestyle.
Humor: Who doesn't think Kermit kayaking and rock climbing is silly and adorable?
Nostalgia: Think of your childhood, does Sesame Street cross your mind? If it doesn't it should.
Warm Fuzzies: Little Kermit running around the woods.
Timing: Kermit struggles through the outdoors until FINALLY finding peace and serenity in the Ford Escape Hybrid.
Image Source: http://www.yenra.com/
