My television commercial to deconstruct:
Deconstruction:
Actual voice-over:
If you made a list of countries from all over the world with
the best math scores, the United
States would be on that list – in 25th
place.
Let’s raise academic standards across the nation.
Let’s get back to the head of the class.
Let’s Solve this
1. What is the product or service being sold? Exxon Mobil services (oil & gas corporation)
2. What is the general mood or feeling of the commercial? This commercial has an uplifting mood and feeling. Despite low math scores, we can improve and Exxon Mobil back's us up.
3. How does the soundtrack play a role in your interpretation of the commercial? The music is cheery which definitely affects our perception of the mood. If it weren't for the music, this commercial would be more depressing in the beginning. There is a voice-over. The voice-over coincides with the mood. If the voice was female, my interpretation would not change. The gender of the voice-over is unknown.
4. How do the actors playing the characters affect your interpretation of the commercial? There are no actors in this commercial. Just a voice over.
5. How does the commercial try to get your attention? It uses flashy graphics. It draws our attention with a startling statistic. It never mentions the corporation's name. The words: "Join Exxon Mobil in supporting the National Math and Science Initiative" and the website, "exxonmobil.com/letssolvethis" appear at the very end of the commercial.
6. Who is this commercial aimed towards? The commercial is aimed for someone like me. An american who values education and who would support corporations that are making attempts to better education. The commercial could be for various ages and genders.
2. What is the general mood or feeling of the commercial? This commercial has an uplifting mood and feeling. Despite low math scores, we can improve and Exxon Mobil back's us up.
3. How does the soundtrack play a role in your interpretation of the commercial? The music is cheery which definitely affects our perception of the mood. If it weren't for the music, this commercial would be more depressing in the beginning. There is a voice-over. The voice-over coincides with the mood. If the voice was female, my interpretation would not change. The gender of the voice-over is unknown.
4. How do the actors playing the characters affect your interpretation of the commercial? There are no actors in this commercial. Just a voice over.
5. How does the commercial try to get your attention? It uses flashy graphics. It draws our attention with a startling statistic. It never mentions the corporation's name. The words: "Join Exxon Mobil in supporting the National Math and Science Initiative" and the website, "exxonmobil.com/letssolvethis" appear at the very end of the commercial.
6. Who is this commercial aimed towards? The commercial is aimed for someone like me. An american who values education and who would support corporations that are making attempts to better education. The commercial could be for various ages and genders.
WV CSO:
I teach math, but I would have my 8th graders analyze this commercial which could cover some 8th grade Language Arts CSOs:
I teach math, but I would have my 8th graders analyze this commercial which could cover some 8th grade Language Arts CSOs:
RLA.O.8.3.4 - listen in order to analyze and critique information
received in spoken texts (e.g., of a guest speaker, informational video,
televised interview or radio news program).
I would raise these questions with my students:
- Why is Exxon Mobil interested in science and math? Is it just to attract more customers by showing support? or is Exxon Mobil limited in their employee selection(not enough employees with the engineering/math/science background that is needed? Is the purpose of this commercial all of the above?
My goal in analyzing this commercial in class would be to show students that a corporation worth 56.9 billion dollars is interested in the fact that math scores in America are not up to par; I would want my students to analyze what the Exxon Mobil's purpose in "Let's Solve This" is; is it just to gain customer's or something else? I want my students to see that math isn't just doing the hard, boring, pointless boring problems out of a textbook.
Excellent questions for your student to consider as they analyze this commercial! I think we could consider the person doing the voice over as an actor. I do think that the gender is important here. Why not a female doing the voice over. Would it create to much cognitive dissonance for people to associate females and math. Again I think this commercial is typical in that it supports rather than challenges viewer expectations. But that not the purpose of commercials is it. The purpose of commercials is to sell something. Exxon Mobile has an image problem. Check out some of these facts about it's profits and taxes: http://thinkprogress.org/climate/2012/01/31/415337/exxonmobil-41-billion-but-pays-tax-rate-lower-than-most-taxpayers-but-not-romney/?mobile=nc
ReplyDeleteActing like the corporation cares about education and is supporting the improvement of education is a ploy to put a positive spin on their image. I took a look at their website to see how much it spends on education. 125 million. What percent of 41 billion (its profits) is 125 million? Another good question for math students! :)
You did a nice analysis of this video and I'm excited that you are making good connections between critical media literacy and math!
I agree that we should look for ways to improve education. I think this commercial would have been better is it had someone live talking, but the graphics that are used gets our attention. Exxon/Mobile is a large company and 125 million spent on education is a small amount to their annual 41 billion dollar profits. If the commercial had no music, we not just be bored. The music gives it a mood, and as you said it is cheery. Good Job on your deconstruction.
ReplyDeleteI agree with your deconstruction of this commercial. The commercial gives the statistics using engaging graphics which gets your attention and states the need to solve a problem. The voice over and background music create a positive mood to make it more inviting and believable.
ReplyDeleteI am so glad I looked at your deconstruction. I just heard that Exxon is gearing its commercials towards the Common Core and this was definitely proof. I really think it's time we raise the bar. Thank you for choosing and posting this!
ReplyDeleteGood deconstruction! The statistics and opening graphics definitely captured my attention. The company is really trying to improve its image by appealing to the issues that are important to most Americans. Thanks for sharing!
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