The Message of the AD
The advertisement appeared on cable and local televisions all over the country. The Ad is 30 seconds long. The ad is selling DVD's for the movie We Are Marshall. The target audience is targeted to those who had seen the movie in theaters and those who were taken in by the herat trenching true story. This ad also directly appeals to college students and college football players. This ad creates an emotional appeal to those specific audiences by showing pictures of the crash site with the cross, the casket with a football Jersey over it. However, anyone who lost a best friend or family member can relate to this movie. The story begins with the title "This is a true story." Words like "The greatest disaster in college sports history." The primary message of this ad is that "We are Marshall" is now available on DVD. The secondary message of this ad is do give people a preview of the movie so that they will be inclined to buy it. The claims of this ad are that the movie is a true story, and one of the best pictures of the year.
Composition
The ad simply shows small previews of the movie. One dramatic voice is used as well. The setting of the ad is very similar to all movie previews. The words, slogans and catchy phrases that are used in the ad are: "In a moment everything can change.", "Anything is possible" "We are Marshall.", and "Look for it on DVD." The ad also uses dialogue from the movie to contribute to the overall goal of the ad. The captions that are used in this ad are a great appeal to peoples emotions. The goal of this ad is to get its viewers to develop a personal connection with the story. The dram tic over-voice is the main dialog that attracts its viewers. The over-voice is a male voice, there is dramatic music, and dramatic dialog from the movie. The lighting in the ad is both very dark and then quick flashes of bright light. The camera views are multipule camera views used in the movie.
Summary Observations
The intended effects of this ad is to make its views feel a personal connection to the story so that they will be inclined to purchase the DVD. Other meanings that could be drawn from this ad are that people whom have lost a close friend could have flash backs to that event. The ad dose not show what the DVD will cost, or where to purchase the DVD. This ad is very effective because it has such a strong appeal to peoples emotions especially those who have witnessed similar events. The AD works because it makes it personal and the audiences feels a connection to the story. This AD is not controversial, however the sences that they used from the movie ad shock value to the AD, especially the casket with the jersey over it. However, this will be different for each individual based on their experience.
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